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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Shopping Momentum Effect « Research « Industry Resources « Downloads

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Version2009
Date postedNovember 30, -0001
Downloaded47 times
CategoriesResearch

Description

Shopping momentum occurs when an initial purchase provides a psychological impulse that enhances the purchase of a second, unrelated product. The authors propose that the most promising theoretical mechanism for shopping momentum comes from Gollwitzerås (1990) theory of implementation and deliberation mind-sets. Under this theory, shopping momentum occurs because the initial purchase moves the consumer from a deliberative to an implemental mind-set, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, the authors support the mind-set theory by (1) demonstrating how an initial purchase induces implemental orientation and (2) by illustrating that an implementation mind-set leads to greater purchase. The authors then explore the boundaries of this effect by demonstrating how shopping momentum can be interrupted. Finally, they discuss alternative theoretical accounts for the results and explore consequences for marketing managers.

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