Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions

Taku Togawa, Hiroaki Ishii, Naoto Onzo, Rajat Roy

Research output: Contribution to journalArticleResearchpeer-review

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Abstract

Purpose
The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying.

Design/methodology/approach
The basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment.

Findings
After impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt.

Research limitations/implications
Research on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying?

Practical implications
Marketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying.

Social implications
Policymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset.

Originality/value
This research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.
Original languageEnglish
Number of pages14
JournalMarketing Intelligence and Planning
Early online date22 Nov 2019
DOIs
Publication statusE-pub ahead of print - 22 Nov 2019

Fingerprint

Emotion
Mindset
Purchase
Impulse
Pleasure
Guilt
Impulse buying
Construal level theory
Online survey
Laboratory experiments
Purchase behavior
Consumer experience
Communication
Design methodology

Cite this

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title = "Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions",
abstract = "PurposeThe purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying.Design/methodology/approachThe basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment.FindingsAfter impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt.Research limitations/implicationsResearch on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying?Practical implicationsMarketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying.Social implicationsPolicymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset.Originality/valueThis research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.",
author = "Taku Togawa and Hiroaki Ishii and Naoto Onzo and Rajat Roy",
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Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions. / Togawa, Taku; Ishii, Hiroaki; Onzo, Naoto; Roy, Rajat.

In: Marketing Intelligence and Planning, 22.11.2019.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Effects of Consumers’ Construal Levels on Post-Impulse Purchase Emotions

AU - Togawa, Taku

AU - Ishii, Hiroaki

AU - Onzo, Naoto

AU - Roy, Rajat

PY - 2019/11/22

Y1 - 2019/11/22

N2 - PurposeThe purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying.Design/methodology/approachThe basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment.FindingsAfter impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt.Research limitations/implicationsResearch on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying?Practical implicationsMarketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying.Social implicationsPolicymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset.Originality/valueThis research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.

AB - PurposeThe purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying.Design/methodology/approachThe basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment.FindingsAfter impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt.Research limitations/implicationsResearch on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying?Practical implicationsMarketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying.Social implicationsPolicymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset.Originality/valueThis research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.

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