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Consumer affects when making undesirable purchases to meet the minimum purchase requirement: Decision‐related variables as moderators
Author(s) -
Ku HsuanHsuan
Publication year - 2018
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.1745
Subject(s) - counterfactual thinking , feeling , product (mathematics) , pleasure , promotion (chess) , marketing , regret , decision process , product category , decision maker , economics , business , psychology , social psychology , computer science , geometry , mathematics , neuroscience , machine learning , politics , political science , law , management science
One common type of sales promotion involves a minimum purchase requirement (MinPR), where customers must purchase at least a minimum number of products to enjoy a discount. In the process of making purchases to qualify for the discount, consumers may find their first‐choice product options or have to settle for products that they did not originally prefer. Three between‐subjects experiments examines whether, in various decision situations, counterfactual thinking (CFT) might bias individuals' emotions in response to desirable versus undesirable purchases. Study 1 demonstrates that participants who made undesirable purchases to meet the MinPR felt less satisfied with the purchase outcome precipitated by upward CFT, whereas downward CFT led to feelings of pleasure in participants who could find their first‐choice product options. Studies 2 and 3 find that counterfactual emotions of undesirable purchases were more pronounced when participants experienced a difficult decision process because of a narrow promotion scope or when time pressure, manipulated in terms of explicit deadlines, is heavy rather than light, respectively. On the contrary, participants' responses to desirable purchases did not vary as a function of decision difficulty or time pressure.