Buying More But Paying the Same? Retrofitting an Unplanned Purchase Into the Shopping Budget
We demonstrate how consumers “retrofit” unplanned purchases into existing shopping budgets by underestimating their planned spending when adding an unplanned purchase. The effect is driven by strategic underestimating of the cost of the planned items and is attenuated when consumers encounter unplanned item early (vs. late) in the shopping trip.
Liang Huang, Addison Plummer, and Anastasiya Pocheptsova Ghosh (2021) ,"Buying More But Paying the Same? Retrofitting an Unplanned Purchase Into the Shopping Budget", 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: 492-493.
Liang Huang, Tsinghua University
Addison Plummer, University of Arizona
Anastasiya Pocheptsova Ghosh, University of Arizona
NA - Advances in Consumer Research Volume 49 | 2021
Memory-Based Models of Predicting Inferences about Brand Quality
Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research
J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands
Norah Awad, Hongik University
Nara Youn, Hongik University
Understanding the Framing of Recommendations
Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands