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The impact of planned vs. unplanned purchases on subsequent purchase decision making in sequential buying situations

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  • Sohn, Yong Seok
  • Ko, Man Ting

Abstract

The purpose of this study is to determine whether planned or unplanned purchases impact a consumer's willingness to pay for a subsequent purchase. We investigated the moderating roles of the justification heuristic and two different payment methods (individual payment vs. bundle payment). Three hypotheses were tested using a two-way ANOVA and an independent sample t-test. Our findings led us to the conclusion that, due to a conversion of mindset, a consumer's willingness to pay for a subsequent purchase will be higher in an unplanned precedent purchase situation than in a planned precedent purchase situation. For the planned purchase situation, a consumer's willingness to pay for the subsequent purchase did not turn out to be significant despite the use of the justification heuristic. For the unplanned precedent purchase situation, however, a consumer's willingness to pay for the subsequent purchase was found to be lower in the situation with the justification heuristic than in the situation without. This study also shows that a consumer's willingness to pay for a subsequent purchase will be higher in a bundle payment situation than in an individual payment situation.

Suggested Citation

  • Sohn, Yong Seok & Ko, Man Ting, 2021. "The impact of planned vs. unplanned purchases on subsequent purchase decision making in sequential buying situations," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314260
    DOI: 10.1016/j.jretconser.2020.102419
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    6. Silva, Emmanuel Marques & Moreira, Rafael de Lacerda & Bortolon, Patricia Maria, 2023. "Mental Accounting and decision making: a systematic literature review," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 107(C).

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