Understanding Planning for Unplanned Purchases: Antecedents and Exploitation of In-Store Slack
| Autor: | Hanna Schramm-Klein, Paul Marx, Florentine Frentz, Gunnar Mau |
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| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Journal of Marketing Behavior. 4:203-211 |
| ISSN: | 2326-5698 2326-568X |
| DOI: | 10.1561/107.00000064 |
| Popis: | Several studies support the idea that consumers use a form of mental budgeting where they allocate money to mental accounts and try to resist further purchases when the budget is depleted. These mental budgets are used at the shopping-trip level, even if implicitly, to enhance self-control, regulate purchase behavior, and support the attainment of shopping goals (Kahneman and Tversky, 1984; Thaler, 1985; Heath and Soll, 1996). |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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