The shopping momentum effect

被引:136
作者
Dhar, Ravi [1 ]
Huber, Joel
Khan, Uzma
机构
[1] Yale Univ, Sch Management, New Haven, CT 06520 USA
[2] Duke Univ, Fuqua Sch Business, Durham, NC 27706 USA
[3] Stanford Univ, Grad Sch Business, Stanford, CA 94305 USA
关键词
D O I
10.1509/jmkr.44.3.370
中图分类号
F [经济];
学科分类号
02 ;
摘要
Shopping momentum occurs when an initial purchase provides a psychological impulse that enhances the purchase of a second, unrelated product. The authors propose that the most promising theoretical mechanism for shopping momentum comes from Gollwitzer's (1990) theory of implementation and deliberation mind-sets. Under this theory, shopping momentum occurs because the initial purchase moves the consumer from a deliberative to an implemental mind-set, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, the authors support the mind-set theory by (1) demonstrating how an initial purchase induces implemental orientation and (2) by illustrating that an implementation mind-set leads to greater purchase. The authors then explore the boundaries of this effect by demonstrating how shopping momentum can be interrupted. Finally, they discuss alternative theoretical accounts for the results and explore consequences for marketing managers.
引用
收藏
页码:370 / 378
页数:9
相关论文
共 20 条
[1]   THE ROLE OF POTENTIAL LOSS IN THE INFLUENCE OF AFFECT ON RISK-TAKING BEHAVIOR [J].
ARKES, HR ;
HERREN, LT ;
ISEN, AM .
ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 1988, 42 (02) :181-193
[2]   The unbearable automaticity of being [J].
Bargh, JA ;
Chartrand, TL .
AMERICAN PSYCHOLOGIST, 1999, 54 (07) :462-479
[3]   Effects of participative pricing on consumers' cognitions and actions: A goal theoretic perspective [J].
Chandran, S ;
Morwitz, VG .
JOURNAL OF CONSUMER RESEARCH, 2005, 32 (02) :249-259
[4]  
CHEEMA A, 2007, EFFECT PARTITIONS SP
[5]  
CIALDINI RB, 2004, PERSPECTIVES PERSUAS, P207
[6]   Making complementary choices in consumption episodes: Highlighting versus balancing [J].
Dhar, R ;
Simonson, I .
JOURNAL OF MARKETING RESEARCH, 1999, 36 (01) :29-44
[7]   Leading us not unto temptation: Momentary allurements elicit overriding goal activation [J].
Fishbach, A ;
Friedman, RS ;
Kruglanski, AW .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 2003, 84 (02) :296-309
[8]   COMPLIANCE WITHOUT PRESSURE - FOOT-IN-DOOR TECHNIQUE [J].
FREEDMAN, JL ;
FRASER, SC .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 1966, 4 (02) :195-&
[9]   FROM WEIGHING TO WILLING - APPROACHING A CHANGE DECISION THROUGH PREDECISIONAL OR POSTDECISIONAL MENTATION [J].
GOLLWITZER, PM ;
HECKHAUSEN, H ;
RATAJCZAK, H .
ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 1990, 45 (01) :41-65
[10]   TESTING THE EFFECTIVENESS OF ALTERNATIVE FOOT-IN-THE-DOOR MANIPULATIONS [J].
HANSEN, RA ;
ROBINSON, LM .
JOURNAL OF MARKETING RESEARCH, 1980, 17 (03) :359-364