Can planning prompt be a boon for impulsive customers? Moderating roles of product category and decisional procrastination

Upadhye, Bilwa, Sivakumaran, Bharadhwaj, Pradhan, Debasis and Lyngdoh, Teidorlang (2021) Can planning prompt be a boon for impulsive customers? Moderating roles of product category and decisional procrastination. Psychology and Marketing, 38 (8). pp. 1197-1219. ISSN 7426046

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Extant research in the Impulse Buying domain has predominantly focused on how it can be enhanced and has mostly benefitted marketers. This study, however, shifts the focus to consumers and how they can mitigate or reduce impulse buying. Drawing on Action Regulation Theory, we posit that planning prompts mitigates impulse buying; and that this mitigating effect is stronger for individuals with high (vis‐à‐vis low) decisional procrastination as also for vice (vis‐à‐vis virtue) products. Hypotheses were tested using two studies conducted in India. Study 1 (n = 200) was conducted using a vignette‐based experiment in a hypothetical scenario while Study 2 (n = 200) was a field experiment conducted on consumers in a mall setting. Our research advances knowledge with regard to mitigating avoidable impulse buying and adds to extant research on planning prompts. We also document key theoretical and managerial implications of our findings.

Item Type: Article
Keywords: Action regulation theory | Consumer welfare | Decisional procrastination | Implementation intention research | Impulse buying | Planning prompt | Product category
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
JGU School/Centre: Jindal Global Business School
Depositing User: Mr. Syed Anas
Date Deposited: 28 Dec 2021 17:42
Last Modified: 28 Dec 2021 17:42
Official URL:
Additional Information: We gratefully acknowledge constructive comments of Professor Clement Chow, the Associate Editor and the two anonymous reviewers. We thank Dr. Tapas Ranjan Moharana for his helpful comments on an earlier version of the manuscript.


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