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.
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.
Priya Raghubir, University of California at Berkeley
Joydeep Srivastava, University of Maryland
Ravi Dhar, Yale University
E - European Advances in Consumer Research Volume 7 | 2005
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