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

Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

Read More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

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.