The Souvenir Purchase Decision: Effects From Online Availability

Souvenir purchases are typically limited to a specific destination, but the increasing presence of retail websites extends the purchase opportunity almost indefinitely. How does this affect decision-making? Findings in two scenario-based experiments suggest that limiting the opportunity to in-store only increases purchase likelihood both at the destination and after returning home. On location, it was the item’s reminder value, not monetary value, that mediated the effect of limitation on purchase. Once home, regret and reactance drove purchase intent. These results have implications for research on scarcity, regret, and souvenirs, as well as sales tactics used by destination retailers.


Lisa Abendroth (2009) ,"The Souvenir Purchase Decision: Effects From Online Availability", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 237-238.


Lisa Abendroth, University of St Thomas, Minneapolis, MN, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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