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This paper aims to examine the unintended negative effect of incentivizing shoppers to make unplanned purchases through incentive reminders during shopping trips.

Two experimental studies with between-subject designs were conducted to examine the effect of incentive reminders and related factors on abandonment intention.

When the search for unplanned purchases needed to reach promotional threshold fails, shoppers’ propensity to abandon a transaction increases if they are reminded of an incentive during their shopping trip. When the size of the planned purchases is relatively larger than the incentivized unplanned purchases, abandonment propensity is higher in response to reward type incentives, whereas when the size of the planned purchases is relatively smaller than the incentivized unplanned purchases, abandonment propensity is higher in response to avoidance type incentives.

This research intersects and integrates several research domains, specifically transaction abandonment, promotional reactance, unplanned purchases and promotion framing.

Findings from this research help managers understand the possible negative consequences of incentive reminders and offer suggestions for decreasing shopper propensities to abandon transactions in response to incentive reminders aimed at increasing transaction sizes.

This is the first study to highlight (i) the possible effect of incentive reminders on transaction abandonment; (ii) the influence of the size of unplanned purchases and incentive types on abandonment; and (iii) the underlying roles of perceived value of planned purchases and fairness perceptions in abandonment.

The purpose of this study is to examine the strategies used by consumers to control themselves in the Singles’ Day promotion. It also examines how promotion and social influence affect consumers’ purchase behavior and post-purchase evaluation.

A mixed methods approach including a quantitative study (N = 480) and a follow-up qualitative study (N = 35) was conducted to verify the hypotheses and provide deeper insights.

This study demonstrates that consumers allocate in-store slack in shopping budgets to restrict unplanned purchases and in-store slack is positively related to post-purchase evaluation. Social influence, which helps consumers rationalize purchase decisions, has positive effects on planned purchases and post-purchase evaluation. Both promotion strength and promotion range moderate the relationship between in-store slack and unplanned purchases.

Most studies investigate how promotion designs affect consumers’ in-store decision-making. This study focuses on the Singles’ Day promotion in China and examines the tactics consumers use to control purchase behavior in the promotion.

The purpose of this paper is to explore the antecedents of actual purchase behavior vs satisfaction at the point of purchase and the antecedents of actual unplanned vs planned purchase behavior.

By using both survey and actual purchase data from a total of 3,300 shoppers of a Korean fast fashion brand, the multivariate regression analysis and two separate logistic regression analyses were compared to respond to the research questions.

The noticeable point of the findings is that the factors influencing the level of satisfaction and the probability to purchase were different. As common factors for both actual purchase and satisfaction, value for money, and affordable price are the first things that the practitioners have to keep in mind when developing a strategy for fast fashion stores. However, unplanned shoppers, who are over half of buyers, are negatively influenced by the affordable prices in their buying decisions.

The results of this study have implications for the retailers, especially those selling fast fashion products in South Korea.

The current study has merit because of its use of secondary data collected by a large marketing research company on Korean domestic fast fashion brand. In particular, the combination of the large sample survey data collected right after shopping and the actual receipt of purchase has its unique value.

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer pursuit of shopping value links in turn affects their satisfaction and unplanned purchase behavior.

The research model was tested using the data collected from 363 valid questionnaires. Structural equation modeling was employed to verify and validate the research model.

The results of this study show that perceived control of flow and concentration will positively affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally, hedonic value positively affects unplanned buying behavior. This research results may serve as a reference for online store operators.

This study used cross-sectional data for its cause and effect analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a longitudinal approach.

The results of this study clearly demonstrate that e-commerce operators must construct environments that create flow experiences for shoppers by increasing their perceived control, concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making consumers feel satisfied with their shopping experience and leading them to make purchases not originally planned in their shopping list.

This study’s major contribution is its successful linkage of the dimensions of flow experience to purchase values. Moreover, it confirms that when online shoppers have an unselfconscious flow experience, they will experience both utilitarian and hedonic values, thus increasing their satisfaction.

Are your purchases planned or unplanned? A straightforward question, the answer to which can be oversimplified, ignoring the degrees to which customers can be reminded by advertising or attracted by a special offer. Concentrating on pharmacy customers, researchers at UMIST have taken an analytical look at impulse buyers.

Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.

The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.

The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.

This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Consumer compulsive buying is an important area of inquiry in consumer behavior research. The importance of studying compulsive buying, stems, in part, from its nature as a negative aspect of consumer behavior. Specifically, exploring negative consumption phenomena could provide modified or new perspectives for the study of positive consumption behaviors. Moreover, research on negative facets of consumption is useful because it can potentially contribute to society’s wellbeing, an important criterion for usefulness of any research. This paper builds on earlier papers to propose a model of compulsivity antecedents. Gender, consumers’ tendency to make unplanned purchases, and their tendency to buy products not on shopping lists, serve to predict compulsive tendencies in a sample of Israeli consumers. The findings suggest that these antecedents affect compulsive tendencies.

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A study employing enabling techniques (including self scripts, laddering and pyramiding) demonstrated that interviewees were remarkably consistent in their descriptions of the impulse purchase experience. There were, however, variations of the behaviour which might form the basis of a classification scheme. Most studies have only focused on retail impulse buying. This study explored the subject across both retail and direct buying contexts.

The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, cross‐channel shopping behavior, and shopping outcomes.

Using multiple sources of data including surveys of store, web, and cross‐channel shoppers and their transaction information, the impact of consumer shopping orientations on comparison‐shopping, likelihood of cross‐channel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated.

Results suggest that high‐thrift customers patronizing a cross‐channel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for cross‐channel compared to multi‐channel retailers irrespective of the transaction channel used by consumers.

The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors.

These results suggest that brick‐and‐click retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels.

This paper examines managerial implications of multiple independent channel vs cross‐channel strategies by retailers using data from customers of a commercial retailer.