More Than a Mental Barrier? the Effect of Perceived Product Distance on Consumers’ In-Store Purchase Decision Processes

Vanessa Gartmeier, University of Cologne, Germany
Gunnar Mau, University of Regensburg, Germany
Werner Reinartz, University of Cologne, Germany
This paper finds that psychological distance at the point-of-sale negatively effects purchase abandonments and unplanned buying—variables with monetary importance to retailers. By including process measures obtained from point-of-sale observations we show that this is because consumers’ decision-making processes are more goal-oriented when perceiving a high distance to a product.
[ to cite ]:
Vanessa Gartmeier, Gunnar Mau, and Werner Reinartz (2014) ,"More Than a Mental Barrier? the Effect of Perceived Product Distance on Consumers’ In-Store Purchase Decision Processes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 76-80.