Mix or Match? Consumer Spending Decisions in Conditional Promotions

Conditional multi‐item promotions are a prevalent marketing tactic whereby consumers have to buy a certain number of products to get a discount. This paper examines how framing a multi‐item promotion in terms of savings on multiple items versus a single item (e.g., “buy two, get X% off on both” vs. “buy two, get 2X% off on the cheaper item”) affects consumers’ decision‐making and product choices. Two laboratory studies and a field study at a boutique clothing store demonstrate that the “2X% on cheaper” framing makes consumers more likely to select similarly priced primary and secondary items. This strategy is driven by increased focus on promotional savings under the “2X% on cheaper” framing, which leads consumers to spend more on their secondary items. Overall, this research shows how a subtle change in the framing of multi‐item promotions changes consumers’ product selection strategies and shopping basket composition.     

Planning for Multiple Shopping Goals in the Marketplace

Four online grocery‐shopping experiments and one field study using video‐tracking technology at a grocery store document how shoppers’ motivation evolves from the beginning to the end of their shopping trips. We uncover unique motivational patterns as shoppers achieve multiple subgoals (i.e., choose multiple grocery items) to complete their trips: a monotonic decrease in motivation for shoppers with a shopping list versus a curvilinear trend (i.e., decrease then increase) in motivation for shoppers without a list. In addition, we demonstrate how to reverse the observed patterns for shoppers with a list by changing their reference points for tracking progress. The discovery of the moderating role of shopping‐list usage adds to the bubbling dialogue in goal pursuit and shopper psychology research concerning how consumer motivation follows either a monotonic trend (e.g., a goal gradient effect) or a nonmonotonic trend (e.g., the stuck‐in‐the‐middle effect). Importantly, we demonstrate how the stuck‐in‐the‐middle theory, which applies to single‐goal pursuits, can apply more broadly to the domain of grocery shopping, which consists of the generation and completion of multiple subgoals.     

He's gotta have it: shopping dependence and the homosexual male clothing consumer

Shopping is not always ‘fun’ and is not always ‘therapeutic’, yet, the negative aspects and motivations for this behaviour have received little attention. Consumers often may be dependent upon shopping activity to satisfy personal needs, such as emotional repair and self‐image, which are far removed from the acquisition and use of products. Not only may this dependence be dysfunctional in that it signals an individual's inability to control their shopping behaviour but also it may be symptomatic of more serious problems, such as compulsive and even addictive shopping. This paper explores this shopping dependence in the context of fashion clothing consumption. Male consumers are considered, with sexual orientation employed as an indicator of behaviour. Data from a survey of 225 homosexual and 225 heterosexual UK males suggest that homosexual males display clothes shopping dependence, and at a level that is significantly stronger than for heterosexuals. Younger males show a greater tendency to display such behaviour, with dependence declining with age for both groups. Managerial and research implications are considered. Copyright © 2005 John Wiley & Sons, Ltd.     

Shopping for clothes: Body satisfaction, appearance investment, and functions of clothing among female shoppers

The present study aimed to investigate the link between clothing and body experience in women of different ages. Participants were 162 female clothes shoppers between the ages of 18 and 55 who completed questionnaire measures of body image, functions of clothing, self-esteem, and enjoyment of clothes shopping. It was found that clothing was worn primarily for assurance and fashion by women of all ages. On the other hand, BMI and body dissatisfaction were related to the use of clothing for camouflage purposes and to a more negative clothes shopping experience. Both components of appearance investment were related to choice of clothes for fashion and assurance. However, the self-evaluative salience component was negatively related, while the motivational salience was positively related, to enjoyment of clothes shopping. It was concluded that although clothing is an under-researched aspect of body image, it represents an important part of women's appearance management, whatever their age.     

Who am I? The relationship between self‐concept uncertainty and materialism

It is well accepted that materialism may result in a number of negative consequences, hence the importance of improving its understanding. In this paper, we propose that materialism negatively relates to self‐concept uncertainty. Uncertainty about oneself is aversive and those feeling uncertain may use the possession of material objects as a way to reduce the uncertainty. Inasmuch as material objects can serve as concrete signs of self‐worth, self‐concept uncertainty can therefore relate to more materialism. Over two studies, one in Australia and the other in the US, with a total of 390 participants, our research demonstrates that lower clarity about one's self‐concept associates with higher levels of materialism. While this result holds for both genders, this relationship is considerably stronger for women compared to men. We also find that lower self‐concept clarity relates to higher compulsive buying. We further demonstrate that materialism relates to higher positive moods during shopping, and also relates to higher negative moods after shopping, more notably negative moods towards what was purchased. This effect is significant even when controlling for general affective states.     

Participation by being: Teenage girls' hanging out at the shopping mall as ‘dwelling with’ [the world]

In this paper, I talk about young teenage girls' hanging out at the shopping mall. I approach hanging out as ‘dwelling with’ commercial spaces by thinking of it as 1) a meaningful practical engagement, and as 2) marking and claiming spaces as one's own. Hanging out with friends often goes on without much reflection, but it is deeply affectual. Because hanging out is wonderfully purposeless, space is cleared for the inspiring mood of enchantment. This receptivity can make ‘dwelling with’ possible. Hanging out can be conceptualized as playful being-in-the-world that allows for improvisations with one's surroundings in movement: an event of different rhythm, openness and experiment. By drifting at the mall, ‘actively doing nothing’, girls are open to the new and surprising. Therefore, hanging out can provide a momentary way out from the seriousness of adult life and make space for enchantment. A micro-atmosphere of play is produced when girls engage with the commercial space and artifacts. A kind of counter-politics of affect actuates from the intra-active play between girls and the things that matter to them. While hanging out, girls make temporary ‘hangout homes’ for themselves, and acquire situated rights to spaces by dwelling with them.