Effects of consumers’ construal levels on post-impulse purchase emotions

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.

Relationship of Conformity with Adolescent Impulsion Buying Behavior on Fashion Products in Marketplace with Self-Control as a Moderating Variable

“…Self-control is one of the factors that can influence consumptive behavior. Togawa et al, (2020) state that good self-control individuals will refrain from making purchases that are spontaneous, only involve elements of excitement, and think less about the consequences after the purchase. Individuals who are TAZKIYA (Journalof Psychology), 9(2), 2021 141-143 http://journal.uinjkt.ac.id/index.php/tazkiya This is an open access article under CC-BY-SA license (https://creativecommons.org/licenses/by-sa/4.0/) not able to control themselves in making purchases can become impulsive buyers.…”

Factors Influencing Online Impulsive Buying Behavior in Indonesia

“…buying behavior can be defined as an unplanned decision of buying things based on stimulus drive to eagerly having things that are seen in an immediate event, and diminished regard for its consequences (Gardner & Rook, 1988;Togawa et al, (2019); Widawati, 2011). In Indonesia, impulsive buying factors can be found in the study of Devi & Saini (2015), which believed demography factors could influence customer's decision-making.…”

“…In the previous study that has been done by (Dameyasani & Abraham, 2013), impulsivity defined as individual's inability to exercise their self-control. To complete the statement, Togawa et al, (2019) stated that the context of self-control in connection with impulse buying involves planning over how to allocate money, preventing displays of products, and handling emotional attraction towards products. A study conducted by Verhagen, van Dolen & Merikivi (2019) believed that positive emotion factor in online impulsive buying behavior should be stimulated by using a calm, friendly, knowledgeable, and fun site with an attractive assortment.…”

The Impact of Advance Selling Strategies on a Three-Echelon Supply Chain in the Presence of Social Influence

“…us, as promotions increase, consumer sensitivity to the experience of predecessors can be larger than their personal preference for the product. Togawa et al [29] point out that after impulse buying, consumers can obtain a strong feeling of pleasure. us, for the new fashion, high-tech, or perishable products, consumers prefer to purchase as soon as possible to obtain satisfaction and pride, while also avoiding the risk of stockout.…”