Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior

Recent research suggests that consumers have in-store slack for grocery trips – they leave room in their mental budgets to make unplanned purchases. We evaluate how promotional savings’ effect on spending varies depending on whether the item is planned or unplanned and whether it is purchased before or after the shopper’s in-store slack is depleted. We conducted a field study wherein respondents used a handheld scanner to record the order of purchases. Highlighting the importance of a mental budgeting perspective, our results suggest that many in-store promotions simply serve to influence what unplanned items people buy rather than generate incremental spending.



Citation:

Karen Stilley , J. Jeffrey Inman, and Kirk Wakefiel (2010) ,"Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 191-194 .

Authors

Karen Stilley , University of Pittsburgh, USA
J. Jeffrey Inman, University of Pittsburgh, USA
Kirk Wakefiel, Baylor University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

So-Bad-It’s-Good: When Consumers Prefer Bad Options

Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA

Read More

Featured

Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More

Featured

People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA

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.