The impact of planned vs. unplanned purchases on subsequent purchase decision making in sequential buying situations

Yong Seok Sohn and Man Ting Ko

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: The purpose of this study is to determine whether planned or unplanned purchases impact a consumer's willingness to pay for a subsequent purchase. We investigated the moderating roles of the justification heuristic and two different payment methods (individual payment vs. bundle payment). Three hypotheses were tested using a two-way ANOVA and an independent sample t-test. Our findings led us to the conclusion that, due to a conversion of mindset, a consumer's willingness to pay for a subsequent purchase will be higher in an unplanned precedent purchase situation than in a planned precedent purchase situation. For the planned purchase situation, a consumer's willingness to pay for the subsequent purchase did not turn out to be significant despite the use of the justification heuristic. For the unplanned precedent purchase situation, however, a consumer's willingness to pay for the subsequent purchase was found to be lower in the situation with the justification heuristic than in the situation without. This study also shows that a consumer's willingness to pay for a subsequent purchase will be higher in a bundle payment situation than in an individual payment situation.

Keywords: Shopping momentum effect; Planned/unplanned purchase; Justification heuristic; Payment method; Mental accounting (search for similar items in EconPapers)
Date: 2021
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:joreco:v:59:y:2021:i:c:s0969698920314260

DOI: 10.1016/j.jretconser.2020.102419

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