Consumers' Commitment to Spend

Chrissy Mitakakis, Baruch College, USA
Keith Wilcox, Babson College, USA
Lauren Block, Baruch College, USA
Although previous research has shown that people use precommitments or effort in order to justify the consumption of an indulgence, most of this research has focused on people’s commitment to consume a single indulgence. Alternatively, the current research examines the question of whether individuals can commit to the act of spending. We find initial evidence to suggest that individuals have a commitment to spend on indulgences, but not necessities.
[ to cite ]:
Chrissy Mitakakis, Keith Wilcox, and Lauren Block (2011) ,"Consumers' Commitment to Spend", 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: 814.