Use it or lose it: purchase acceleration effects of time‐limited promotions

While researchers have examined the impact of retail promotions on purchase acceleration in the past, the distinction between time‐limited and time‐independent promotions has not been made in this context. In this paper, the authors report findings from two studies. In Study 1, it was found that promotions of short duration (time‐limited), such as store coupons, accelerate purchases, whereas promotions of longer duration (time‐independent), such as manufacturer's coupons, have no such impact. In Study 2, the impact of semantic cues was examined highlighting the time‐limited nature of promotions (such as ‘10 Hours Only Sale’), impact on purchase willingness, intent to search further for deals and attitudes towards the deal. Copyright © 2003 Henry Stewart Publications.     

Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended cross‐channel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre‐choice variables (i.e. purchase intentions), choice and post‐choice variables (i.e. search‐process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

Does snobbish service generate better sales? The case of luxury goods

The objective of this study is to explore whether a “bad” service encounter triggers a consumer's impulse purchase in a luxury goods store in an Asian emerging market. A 2 (service encounter: favorable vs. snobbish) × 2 (shopping companion: alone vs. with a close friend) between‐group factorial design was employed with 160 female consumers in an Asian emerging market to examine the antecedents of both the urge to save social identity and the impulse purchase of luxury goods. The results show that consumers in an Asian emerging market can be triggered to make an impulse purchase of a luxury good, not because they received excellent service in the store but because they encountered snobbish service, especially when shopping with a close friend. Research implications and limitations are also discussed.     

Observing Purchase‐Related Parent–Child Communication in Retail Environments: A Developmental and Socialization Perspective

In a quantitative observation study, we unobtrusively examined purchase‐related communication between 0‐ to 12‐year‐old children and their parents (N= 269 dyads) during supermarket and toy store visits. The aims of the study were to determine (a) the development of purchase‐related parent–child communication (i.e., children’s purchase influence attempts, their coercive behavior, parent‐initiated communication) and (b) the relative influence of different socialization variables (e.g., television viewing, family communication patterns) on these communication variables. Our inverted‐U hypothesis for the effect of developmental level on purchase influence attempts received support: Children’s purchase influence attempts increased until early elementary school and started to decline in late elementary school. Our inverted‐U hypothesis for the effect of developmental level on coercive behavior was also supported: Children’s coercive behavior was highest among preschoolers. With increasing age, children were more likely to be involved in the purchase decision‐making process, and parent–child communication more often resulted in a product purchase. Finally, children’s television viewing was the most important (positive) predictor of their purchase influence attempts.     

Effects of consumer psychographics and store characteristics in influencing shopping value and store switching

The research examines the impact of psychographic variables and store characteristics on utilitarian and hedonic shopping value. The findings demonstrate the direct influence of deal proneness and normative interpersonal influences on personal shopping value. Moreover, the study also captures the influence of several store characteristics, such as assortment, after sales service and ambience. The significant influence of shopping value in reducing store switching is also noteworthy. This study also provides evidence relating to how retailer‐controlled variables can influence consumer‐derived shopping value. Results show how each store environment factor influences consumers' overall shopping value and thereby provide an avenue to make strategic adjustments, which in turn can generate a better consumer experience and increased value. The study builds on and extends the previous work carried out relating to antecedents of shopping value by looking at the simultaneous influence of consumer‐level factors as well as retailer‐managed factors. Moreover, the study provides further evidence regarding how shopping value can lessen the dire impact of consumer defection at retail store level. Copyright © 2013 John Wiley & Sons, Ltd.     

The Effect of Companion's Gender on Impulsive Purchasing: The Moderating Factor of Cohesiveness and Susceptibility to Interpersonal Influence

Most impulse purchasing research investigates individual‐level factors. This paper, however, examines the influence of shopping companion gender on impulse purchasing. The results of the three studies show that shoppers were more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. In addition, shoppers who were in the low‐cohesive condition and who shopped with an opposite gender companion were more likely to exhibit impulse purchase behavior than those who shopped with the same gender companion, and those who were susceptible to interpersonal influence were also more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. For shoppers who were not as susceptible to interpersonal influence, the influence of their companion's gender appeared to diminish on impulsive purchasing.     

Creating cluster‐specific purchase profiles from point‐of‐sale scanner data and geodemographic clusters: improving category management at a major US grocery chain

In the retail grocery industry, category management is the process of managing categories of products for greater profitability and customer value. Category management is a data‐driven process and, as a result, can benefit from point‐of‐sale (POS) scanner data. This paper describes the results of a one‐year project that shows how to use POS scanner data and geodemographic clusters to improve the practice of category management at Price Chopper, a large US grocery chain. The paper demonstrates how to merge POS scanner data with geodemographic clusters to create detailed purchase profiles that provide valuable information to category managers. It also discusses the trials and tribulations of using scanner data and provides several findings as implications (eg store‐specific promotions should be more effective than chain‐wide promotions for stores servicing a small number of geodemographic clusters with distinct shopping profiles) that supermarket managers can immediately use to improve existing promotional strategies. The paper's contents should be relevant to academicians and practitioners interested in improving the practice of category management in the UK, USA, Western Europe and Australia. Copyright © 2004 Henry Stewart Publications.     

Religion,religiosity, and South Korean consumer switching behaviors

• This study investigated the relationship between religious affiliation and level of religiosity and consumer product‐ and store‐switching behavior among South Korean consumers. Comparisons in switching behavior are reported for three different denominational groups prevalent in South Korea (Buddhism, Catholicism, and Protestantism), non‐religious affiliated respondents, and among persons exhibiting different levels of religiosity. Religious affiliation, including non‐affiliation, was not found to be significantly related to switching behavior. However, consumers reporting high levels of religiosity were found to be significantly less likely to engage in product purchase‐ and store‐switching behaviors than those reporting lower levels of religiosity. Consumers reporting high levels of religiosity are also less likely to engage in product purchase switching behavior than non‐religious affiliated consumers (i.e., no religiosity consumers). This pattern held across denominations. Statistically significant differences in switching behavior were not obtained between consumers reporting low levels of religiosity and those respondents who expressed no religious affiliation.

Copyright © 2009 John Wiley & Sons, Ltd.     

Why did I buy this? Consumers' post‐impulse‐consumption experience and its impact on the propensity for future impulse buying behaviour

This paper advances research into impulse buying by examining how this behaviour is reinforced/curtailed, highlighting the primary role of the post‐purchase experience in encouraging future impulse buying behaviour. Extant research emphasizes the role of the purchase experience, that is, psychological benefits attained from the impulse purchase experience itself, as a reinforcer of impulse buying. Conversely, this paper uses experiments to demonstrate that it is the post‐purchase experience, not the purchase experience, that reinforces or curtails future impulse buying. Indeed, irrespective of the valence of the purchase experience, a negative post‐purchase experience (whereby a product or service is found to have limited use/does not deliver expected benefits) results in post‐purchase regret, which in turn curtails future impulse buying. In contrast, a positive post‐purchase experience reinforces impulse buying. This research also demonstrates that consumers utilize three types of coping mechanisms to mitigate post‐purchase regret, that is, planful problem solving, positive reinterpretation, or mental disengagement. However, although the use of planful problem solving curtails future impulse buying, use of the other two mechanisms results in behaviour reinforcement. These findings have several important implications for both marketers and consumers, which the authors discuss in detail.     

Perceived Retail Crowding and Shopping Satisfaction: What Modifies This Relationship?

Research has shown that an increase in perceived crowding in a retail store (created from either human or spatial density) can decrease the level of satisfaction that shoppers have with the store. The three studies reported here examine the retail crowding‐satisfaction relationship to determine the extent to which it is a simple, direct relationship. Specifically, we consider the possibility that the crowding–satisfaction relationship is mediated by emotional reactions that are experienced while shopping. In addition, moderating variables such as prior expectations of crowding, tolerance for crowding, and store type are examined for their influence on the crowding–satisfaction relationship. The results of two field studies indicate that whereas emotions only partially mediate the relationship, the decrease in shopping satisfaction due to crowding is moderated by expectations of crowding and personal tolerance for crowding. A laboratory experiment replicated the field studies and shows, in addition, that although ceiling and floor effects may be present, the relationship between perceived crowding and shopping satisfaction appears to vary by store type.     

Children's response to sales promotions and their impact on purchase behavior

Despite the growth in children's purchasing power, surprisingly little is known about how children respond to sales promotions. We conduct two experiments to address this issue. Study 1 shows that elementary-aged (second and fifth grade) children's purchase decisions are influenced by the presence of sales. Study 2 demonstrates that both age groups favor conceptually easier promotions, even when the sale is inferior. Additionally, we find that children have difficulty applying mathematical concepts to sales promotions, regardless of classroom mastery of the associated operations. Together, these results indicate that elementary-aged children routinely incorporate sales into purchase decisions, sometimes with suboptimal results.     

Reactions to the Fairness of Promotion Methods: Procedural justice and job satisfaction

Fairness in promotions is a core issue for organizations as it is directly related to some of the most important organizational outcomes. However, the majority of the existing research about this question has been focused on entry‐level selection, and there is a gap in knowledge in the context of promotions. This paper focuses on how workers’ perceptions of promotion systems affect organizational justice and job satisfaction. In the present study, 213 employees and supervisors from 31 different private sector organizations complete a survey regarding procedural justice (PJ), job satisfaction, transparency, promotion systems, and some demographic variables. The results show that participants who perceived organizational promotion methods as transparent reported a high level of perceived PJ, and that the methods they see as fairer are those based on assessment of performance. In addition, transparency is considered as an important antecedent of PJ. Moreover, the interaction between organizational rank and gender moderates the relationship between transparency and promotion systems with PJ. Finally, organizational justice is strongly related with job satisfaction.     

Sales Promotions and the Choice Context as Competing Influences on Consumer Decision Making

Although brand switching is one of the most researched topics in marketing, we still know very little about the moderators of switching between brands in different price‐quality tiers (e.g., from Häagen–Dazs ice cream to Breyers or to a store brand). Building on the notion that buyers have a (category‐specific) consideration set of price–quality tiers, we propose that sales promotions and the choice set composition (or the choice context) have compensatory effects on brand switching between price–quality tiers. Specifically, if one of these factors causes buyers to switch to a higher price–quality tier within their brand‐tier consideration set, then the other factor is less likely to induce switching in the same direction (to an even higher tier) and more likely to induce switching in the opposite direction. This general proposition leads to several specific hypotheses, including (a) the likelihood of switching between particular brand tiers due to price promotions can be predicted based on the choice set composition; (b) asymmetric switching, whereby consumers are more likely to switch up from a low‐tier to a promoted high‐tier brand than from a high‐tier to a promoted low‐tier brand, is reduced or eliminated if consumers consider three price–quality tiers; and (c) the compromise effect is reduced when the lowest tier brand offers a price promotion. These hypotheses were supported in a series of studies, which also examined rival explanations. The theoretical and practical implications of the findings are discussed.     

The interplay of persuasion inference and flow experience in an entertaining food advergame

Increasingly, unhealthy food is being advertised through online games known as advergames. The advergame is designed for entertaining fun to promote the brand featured in the game. But what happens if the food advertised is healthy or the source of the game is non‐commercial? This study examines how people's entertainment (flow experience) interacts with their inference about the persuasion impact of food brands featured in an advergame, which vary according to their persuasion knowledge about the source (e.g., non‐commercial versus commercial) and the perceived persuasion effect on self (e.g., beneficial versus harmful). Results of an experiment show that flow is positively associated with persuasion effects of the advergame. Brand attitudes and purchase intentions were the most favorable for non‐commercial brands with perceived benefits (healthy food) followed by commercial brands (healthy food) and commercial brands with harmful effects (less healthy food). However, persuasion effects for purchase intention were mitigated when participants were immersed in a flow state. Ramifications for persuasion and health promotions are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

The importance of impulse purchasing behaviour in the international airport environment

Airports are unique retail environments due to the environmental and psychological issues linked with the travel process. Travellers experience feelings of anxiety, stress and excitement which make them react in unusual ways. Airport retail environments therefore differ from more day‐to‐day channels of distribution. Consequently, retailers' approaches must also differ in order to maximise performance. There is evidence of a considerable impulse purchasing effect in airport retail operations which, if understood and harnessed by airport retailers, can enhance performance. The impulse effects will differ significantly between customer segments due to both the psychological effects of the travel experience and the existence of normative traits. Retailers must create an environment that minimises inherent stress and accentuates or at least maintains natural levels of excitement, while also virtuously motivating impulse purchasing by reducing or eliminating barriers to purchase. Development of an impulse strategy, which should permeate all elements of airport retail activities, is essential for maximising performance and profitability. Copyright © 2002 Henry Stewart Publications Ltd.     

Religiosity and consumer behavior of older adults: A study of subcultural influences in Malaysia

• Although differences in consumption patterns across countries are often inferred to be the result of different cultural values and religious orientations, they raise issues of validity because of the many country‐specific factors that may affect behavior. Furthermore, the effects of religiosity are confounded with those of variables that are associated with religiosity such as age. This paper examines the effects of religiosity on well‐being and changes in consumer preferences of 645 adults age 50 and older living in different regions of Malaysia who were surveyed via personal interviews. The results confirm the positive effects of religiosity on well‐being but show differences across the three main ethnic subcultures of Malaysia (Malays, Indians, and Chinese), and they provide little support for the hypotheses that the consistency of consumer brand and store preferences is influenced by religious values. It is suggested that the relationship between religiosity and consumer behaviors warrants additional research, focusing also on variables that relate to religiosity, method of analysis, and on mechanisms that link religiosity to consumer behaviors.

Copyright © 2011 John Wiley & Sons, Ltd.     

Dependency in consumer media relations: an application to the case of teleshopping

• This paper analyses the teleshopping issue in terms of the Media Dependency Theory. The objective is to verify whether dependency relations between television shoppers and the television medium and television shopping are key variables to explain watching and buying behaviour. A model is proposed that integrates the dependency‐viewing‐purchase relation, tested on a sample of Spanish television shoppers. The results of the study confirm the direct relationship between the antecedents of dependency, dependency and future intentions of behaviour.

Copyright © 2006 John Wiley & Sons, Ltd.     

Surface‐ and deep‐level dissimilarity effects on social integration and individual effectiveness related outcomes in work groups: A meta‐analytic integration

Prior research linking demographic (e.g., age, ethnicity/race, gender, and tenure) and underlying psychological (e.g., personality, attitudes, and values) dissimilarity variables to individual group member's work‐related outcomes produced mixed and contradictory results. To account for these findings, this study develops a contingency framework and tests it using meta‐analytic and structural equation modelling techniques. In line with this framework, results showed different effects of surface‐level (i.e., demographic) dissimilarity and deep‐level (i.e., underlying psychological) dissimilarity on social integration, and ultimately on individual effectiveness related outcomes (i.e., turnover, task, and contextual performance). Specifically, surface‐level dissimilarity had a negative effect on social integration under low but not under high team interdependence. In return, social integration fully mediated the negative relationship between surface‐level dissimilarity and individual effectiveness related outcomes under low interdependence. In contrast, deep‐level dissimilarity had a negative effect on social integration, which was stronger under high and weaker under low team interdependence. Contrary to our predictions, social integration did not mediate the negative relationship between deep‐level dissimilarity and individual effectiveness related outcomes but suppressed positive direct effects of deep‐level dissimilarity on individual effectiveness related outcomes. Possible explanations for these counterintuitive findings are discussed.     

Observing the influence of affective states on parent–child interactions and in‐store purchase decisions

This study examines the relationship of parent's and children's affective states on in‐store family purchase decisions. In particular, the study is interested in determining whether the affective state is related to the interaction strategy selected and their actual role in the decision. The implementation of this study using observational methodology within the store environment makes this contribution valuable and unique. Further, a major contribution of this study is the demonstration that the child's prepurchase affective state is a salient antecedent to purchase decisions of the parent–child dyad. Copyright © 2012 John Wiley & Sons, Ltd.     

How consumers respond to missing a quantity discount with multiple price breaks

This study investigates how consumers evaluate and respond to different discount schemes (i.e., one versus multiple price breaks) in the wake of a missed quantity discount. Two field experiments are conducted. The results demonstrate that promotions with multiple price breaks (e.g., 2 for 30% off and 3 for 40% off) will result in a higher likelihood of purchasing one item at the regular price than promotions with only a single price break (e.g., 2 for 30% off) when a quantity discount is missed. The results of Experiment 2 reveal that increasing the number of price breaks (i.e., from two to three) can strengthen the assimilation of the advertised regular price into consumers' internal reference price range when there is a greater interval between the two price breaks (e.g., 2 for 30% off, 5 for 40% off, and 8 for 50% off) and that subsequently raises consumers' purchase likelihood if they are not able to take advantage of the promotional price. Finally, the effect of the discount scheme on purchase likelihood is shown to be mediated by the internal reference price. These observations have important implications for retailers. Copyright © 2016 John Wiley & Sons, Ltd.