The Shopping Momentum Effect

We propose a shopping momentum effect whereby an initial purchase increases the likelihood of subsequent ones. The initial purchase moves one from a deliberative to an implemental mindset, thus driving subsequent purchases. In a set of three studies we demonstrate the shopping momentum effect, and provide support for a theoretical account based on shifting mindsets by showing how an initial purchase encourages greater recall of implemental thoughts. Furthermore, we show that positive affect from the initial acquisition is not a driving factor by illustrating that shopping momentum does not occur if the first item is provided as a free gift.



Citation:

Priya Raghubir, Joydeep Srivastava, and Ravi Dhar (2005) ,"The Shopping Momentum Effect", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 542-542.

Authors

Priya Raghubir, University of California at Berkeley
Joydeep Srivastava, University of Maryland
Ravi Dhar, Yale University



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Featured

Q5. Conceptualizing the Digital Experience in Luxury

Wided Batat, American University Beirut

Read More

Featured

I1. Blaming Him or Them? A Study on Attribution Behavior

Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China

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.