How consumers deal with missed discounts: Transaction decoupling, action orientation and inaction inertia

Marijke van Putten, Marcel Zeelenberg and Eric van Dijk

Journal of Economic Psychology, 2013, vol. 38, issue C, 104-110

Abstract: Attractive bonuses and large discounts are often successfully used to attract new customers and increase sales. However, from a marketing perspective these attractive opportunities might have a negative side effect, as they decrease subsequent sales to the consumers who missed them. In this review article we discuss how the inability to regulate the pain of missed opportunities might lead to this so-called inaction inertia effect. We argue that deficiencies in self-regulation may be explained on the basis of a combination of contextual and personality factors. We present literature on contextual factors that facilitate regulation (decoupling factors), and action orientation, an individual characteristic that enhances regulation. Finally, we discuss the practical implications of these results for the marketing and consumer behavior literature.

Keywords: Inaction inertia; Transaction decoupling; Action orientation; Sunk cost fallacy; Self-regulation; Consumer psychology (search for similar items in EconPapers)
JEL-codes: D03 (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:38:y:2013:i:c:p:104-110

DOI: 10.1016/j.joep.2012.09.008

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