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Seeking consistency between planning orientation and situational purchase mindset
Author(s) -
Spears Nancy,
Amos Clinton,
Yazdanparast Atefeh
Publication year - 2015
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1528
Subject(s) - mindset , planner , consistency (knowledge bases) , situational ethics , context (archaeology) , action (physics) , orientation (vector space) , psychology , social psychology , marketing , business , computer science , mathematics , artificial intelligence , paleontology , physics , geometry , quantum mechanics , biology
The research applies consistency theory to investigate how planning orientation, planner, or reactor combines with situational purchase mindsets. The results of three studies reveal that (i) consistency between planning orientation and situational mindset fosters more action responses in terms of number of stores one intends to visit or actually visited; (ii) when inconsistency is experienced, action responses are fewer because the consumer seeks to resolve inconsistencies by consulting others to help build consensus toward one emerging purchase decision alternative; (iii) the findings depend upon whether the purchase context is hedonic or utilitarian for the planner but not for the reactor; and (iv) the impulsive scenario reverses the predictions of consistency theory. Copyright © 2015 John Wiley & Sons, Ltd.