Lost Your License to Spend?: the Moderating Role of Savings on the Licensing Effect of Virtuous Shopping Basket Composition on Impulsive Spending

Didem Kurt , University of Pittsburgh, USA
Karen Stilley , Saint Vincent College, USA
In two experiments and a grocery field study, we show that virtuous shopping baskets license subsequent impulsive spending, but that this licensing effect disappears when shoppers save money on prior purchases. We show that this interaction occurs because savings reduce the increase in health self-concept associated with purchasing virtuous items.
[ to cite ]:
Didem Kurt and Karen Stilley (2011) ,"Lost Your License to Spend?: the Moderating Role of Savings on the Licensing Effect of Virtuous Shopping Basket Composition on Impulsive Spending", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 135-136.