When Shopper Marketing Backfires

Leonard Lee, Columbia University, USA
Ziv Carmon, INSEAD, Singapore
Ravi Dhar, Yale University, USA
Ayelet Fishbach, Univeristy of Chicago, USA
Retailers often try to entice shoppers to spend with various shopper marketing tools (e.g., promotional coupons). However, shopping prompts can have two conflicting outcomes—they can stimulate the desire for instant gratification and induce spending, but can also lead shoppers to exercise greater self-control in order to counter spending temptations.
[ to cite ]:
Leonard Lee, Ziv Carmon, Ravi Dhar, and Ayelet Fishbach (2011) ,"When Shopper Marketing Backfires", 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: 185-186.