Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency

Chandan Parsad (), Sanjeev Prashar, T. Sai Vijay and Mukesh Kumar

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: Earlier researchers have observed that an individual consumer's mood plays a significant role in increasing the impulsiveness, which leads to impulsive buying. The literature on shoppers' motivational traits has profoundly acknowledged the impact of these traits and mood regulation constructs on individual shopping values. The present study is a pioneer attempt proposing a comprehensive model, which incorporates three main antecedents (motivation, mood and value) of buying behaviour that influence the consumer purchasing decision. The paper empirically explores the liaison between the regulatory focus (promotion-focused and prevention-focused motivations), mood regulation (mood monitoring, mood clarity and mood repair), shopping values (hedonic and utilitarian), and impulsive buying behaviour. The outcomes suggest that two regulatory focus motives influence mood clarity. Mood repairing and mood monitoring impact hedonic shopping values, which has a substantial impact on consumers' impulsive buying tendency. The paper closes with theoretical and practical inferences, limitations, and discussion on the potential scope for future research.

Keywords: Mood monitoring; Mood clarity; Mood repair; Regulatory focus; Hedonic shopping value; Utilitarian shopping value; Impulse buying; Impulse buying tendency (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s096969892100120x

DOI: 10.1016/j.jretconser.2021.102554

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