The Shopping Cart As a Killjoy: Product Self-Expressiveness Increases Cart Abandonment
We propose that online shopping cart abandonment is more likely for high (than for low) self-expressive products because the mere act of cart placement diminishes the experiential shopping value typically derived from shopping for such products. Findings from field data and online studies support our hypothesis and identify its moderators.
Citation:
Liat Hadar, Yael Steinhart, Gil Appel, and Yaniv Shani (2021) ,"The Shopping Cart As a Killjoy: Product Self-Expressiveness Increases Cart Abandonment", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 248-249.
Authors
Liat Hadar, Tel Aviv University
Yael Steinhart, Tel-Aviv University
Gil Appel, George Washington University
Yaniv Shani, Tel Aviv University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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