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Online shopping cart abandonment: a consumer mindset perspective

Daniel Rubin (Department of Marketing, St. John's University, Queens, New York, USA)
Chrissy Martins (Department of Marketing and International Business, Iona College, New Rochelle, New York, USA)
Veronika Ilyuk (Department of Marketing and International Business, Hofstra University, Hempstead, New York, USA)
Diogo Hildebrand (Allen G. Aaronson Department of Marketing and International Business, Baruch College, New York, New York, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 31 March 2020

Issue publication date: 18 June 2020




While the popularity of online shopping has increased in recent years, surprisingly little research has examined the factors affecting consumers’ behavior in this context. Furthermore, though a widespread problem for companies, the phenomenon of online shopping cart abandonment has garnered even less attention. The purpose of this study is to examine the role of consumers’ mindsets in online shopping cart abandonment.


Three experimental studies were conducted to examine the effect of consumer mindsets (i.e. abstract vs concrete) on purchase intentions.


Results indicate that consumers who have an abstract (as opposed to concrete) mindset when shopping online rate the products they include in their shopping carts to be more important, and consequently are more likely to purchase them, reducing shopping cart abandonment.

Practical implications

The findings suggest that online retailers can reduce shopping cart abandonment by implementing strategies that allow consumers to think abstractly.


This research contributes to the literature by identifying an important underlying mechanism affecting online shopping cart abandonment.



Rubin, D., Martins, C., Ilyuk, V. and Hildebrand, D. (2020), "Online shopping cart abandonment: a consumer mindset perspective", Journal of Consumer Marketing, Vol. 37 No. 5, pp. 487-499.



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