The Impact of Indulgent Consumption Images on In-Store Decision Making

Marketers assume that displaying indulgent consumption facilitates mental simulation and increases purchase intentions. One field experiment and two simulated shopping experiments suggest that showcasing indulgent consumption is context-dependent, such that the positive effect found in laboratory experiments for advertisement related settings does not generalize to images displayed in-store.


Maxine Materne, Mark Heitmann, and Christina Schamp (2020) ,"The Impact of Indulgent Consumption Images on In-Store Decision Making", 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: 1212-1212.


Maxine Materne, University of Hamburg
Mark Heitmann, University of Hamburg
Christina Schamp, University of Mannheim, Germany


NA - Advances in Consumer Research Volume 48 | 2020

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