When consumers suppress: Exploring the dynamics of thought suppression, information search, and purchase intentions

Miao Miao, Yuki Nishida, Zhen Li, Min Hou and Zening Song

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

Abstract: Consumers tend to suppress desires for nonessential purchases following high-expenditure events. However, the dynamic impact of thought suppression on information search (IS) and its relationship with purchase intentions (PIs) is unclear. This study uses a survey and multiphase experiment to investigate the interplay among suppression, IS, and PIs. The findings indicate the following: (1) purchase-related thought suppression reduces IS during the suppression phase but triggers a rebound effect afterward, aligning with ironic process theory; (2) suppression moderates the IS–PI relationship in a phase-dependent manner—IS has a weaker effect on PIs during suppression but a stronger influence post-suppression; and (3) the IS–PI relationship is nonlinear, as moderate IS during suppression sustains engagement, whereas excessive search dampens post-suppression IS. These insights offer practical implications for marketers in identifying suppression stages, optimizing information dissemination, and facilitating consumer decision making.

Keywords: Thought suppression; Rebound effect; Ironic process theory; Information search; Purchase intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001651

DOI: 10.1016/j.jretconser.2025.104386

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