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Time-varying effects of chronic hedonic goals on impulsive behavior
Much of what people buy is often unplanned or even impulsive. Marketers have long been interested in understanding what drives people to act impulsively in the hopes of finding the right triggers. The purpose of this article is to provide a framework based on goal theory (1) to explain how marketing stimuli can trigger desires and lead to impulsive actions both among impulsive and among otherwise prudent people; (2) to show how these desires come into conflict with goals to be frugal or stay healthy and thus cause intense ambivalence over time; and (3) to examine how impulsive and prudent people resolve this ambivalence differently, leading to overindulgence on the part of impulsive people and a backfire effect among prudent people. This research contributes to the theory on impulsive behavior by demonstrating the dynamics of hedonic or pleasure-seeking goals and the creation of desires for products related to these goals. Given that retailers often try to influence in-store behavior by using ambient scents, in-store coupons, or other stimuli, this research underscores the importance of using time as a strategic tool for influencing behavior..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Retailing Time series Impulse buying Shopping Market strategy Goal programming studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |