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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA

Read More

Featured

F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Featured

Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia

Sarah Wei, University of Warwick
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.