An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales

This article explores the control mechanisms that consumers use when confronted with repeated temptations in an online private sales context. Do consumers feel the need to control themselves when they are aware of the risk of being exposed to purchase temptations? Are they able to do so? Using qualitative research methods, this study differentiates four segments of consumers, according to their reactions to repeated purchase temptations: myopic, self-regulated, hyperopic, and dispassionate. It also isolates the mechanism that consumers use to resist temptations. Previous literature has focused on control mechanisms implemented in isolated temptation situations; this article extends that approach by examining online private sales, in which setting consumers receive frequent solicitations. Thus, it addresses in detail how control evolves when consumers confront repeated temptations.