The Logged-In Shopper: How Consumer Authentication Influences Purchase Behavior

The timing of consumer authentication influences shopping behavior. Encountering a request to authenticate (e.g., log in) when entering a store activates an implemental (vs. deliberative) mindset, rendering consumers more likely to buy. We show that this purchase-promoting effect of “on-entry” authentication requests often outweighs their detrimental impact on store entry.



Citation:

Hyoseok Kim and Gerald Häubl (2020) ,"The Logged-In Shopper: How Consumer Authentication Influences Purchase Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 963-967.

Authors

Hyoseok Kim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

Read More

Featured

Guilt Undermines Consumer Willingness to Buy More Meaningful Time

Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada

Read More

Featured

When News Gets Personal: The Evolution of Content in the Successive Retelling of Events

Shiri Melumad, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Ani Nenkova, University of Pennsylvania, 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.