Impulse buying and checkout donation: leveraging reparatory processes of purchase guilt

Soumya Singh () and Sapna Singh ()
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Soumya Singh: University of Hyderabad (School of Management Studies)
Sapna Singh: University of Hyderabad (School of Management Studies)

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 1, No 4, 83-106

Abstract: Abstract The study aims to leverage price promotion induced impulse buying for encouraging donation at the checkout. Through this attempt, the study examines the reparatory processes (problem-focused and emotion focused) for coping with impulse purchase guilt through checkout donation. State self-concept confusion determining regulation focus and reparation framing facilitating checkout donation are further examined as moderating influences. A 2-stage moderated mediation model is tested using scenario based 2X2 randomized between subject design with impulse purchase guilt (treatment vs control) and donation appeal framing (self-repair vs mood repair) as stimulus. 227 complete responses were received from retail shoppers using mall-intercept survey. The results show that problem-focused mediation effect is more pronounced when confusion caused to self-concept during checkout is high and the benefit sought from donation is self-repair. While emotion-focused coping is much more effective in encouraging donation when little to no confusion exists regarding self-concept during checkout and donation appeal satisfies mood-repair motive. The study findings have implications for non-profits working with retailers in making use of price promotion induced impulse purchases to encourage donations at the checkout. By leveraging on guilt and self-deficit experienced by the customer due to impulse buying, they can accordingly frame and promote donation at the checkout as self-repairing or mood repairing.

Keywords: Impulse buying; Purchase guilt; Regulatory focus; Reparation; Self-concept; Donation (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s12208-022-00363-1

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