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.
Citation:
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.
Authors
Liang Huang, Tsinghua University
Addison Plummer, University of Arizona
Anastasiya Pocheptsova Ghosh, University of Arizona
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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