Planning to Make Unplanned Purchases? the Role of Discretionary Budgets in In-Store Decision Making

Drawing upon the mental accounting literature, we propose that consumers have mental budgets for grocery trips that are typically comprised of both a pre-allocated budget and a discretionary in-store budget. We conceptualize the pre-allocated budget as the amount that the consumer has allocated to spend on planned items and the discretionary in-store budget as the anticipated cost of unplanned items. In two field studies, we find incidence of the discretionary in-store budget. We also show that the size of the discretionary in-store budget varies with trip and household characteristics (Studies 1 & 2) and psychographics such as planning tendency and shopping task orientation (Study 2).



Citation:

Karen Stilley (2008) ,"Planning to Make Unplanned Purchases? the Role of Discretionary Budgets in In-Store Decision Making", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 157-161.

Authors

Karen Stilley, University of Pittsburgh



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

Read More

Featured

Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

Read More

Featured

Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.