Can planning prompt be a boon for impulsive customers? Moderating roles of product category and decisional procrastination
研究规划提示如何帮助消费者减少冲动购买，发现其对高决策拖延者和非健康产品（如零食）效果更显著，基于印度两项实验验证。
Abstract Extant research in the Impulse Buying domain has predominantly focused on how it can be enhanced and has mostly benefitted marketers. This study, however, shifts the focus to consumers and how they can mitigate or reduce impulse buying. Drawing on Action Regulation Theory, we posit that planning prompts mitigates impulse buying; and that this mitigating effect is stronger for individuals with high (vis‐à‐vis low) decisional procrastination as also for vice (vis‐à‐vis virtue) products. Hypotheses were tested using two studies conducted in India. Study 1 ( n = 200) was conducted using a vignette‐based experiment in a hypothetical scenario while Study 2 ( n = 200) was a field experiment conducted on consumers in a mall setting. Our research advances knowledge with regard to mitigating avoidable impulse buying and adds to extant research on planning prompts. We also document key theoretical and managerial implications of our findings.