IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v82y2025ics0969698924003540.html
   My bibliography  Save this article

Avoid following individual shopping time habit to promote new products: Evidence from a randomized field experiment

Author

Listed:
  • Li, Yongjun
  • Jin, Xi
  • Xue, Hanbing

Abstract

Prior research suggests that marketing activities should follow consumers' shopping time habits, as it has been proven that consumers obtain higher satisfaction and exhibit greater revisit behavior when the timing of shopping follows their habits. This article calls into question the applicability of this strategy to the recommendation of new products. Through a randomized field experiment conducted in collaboration with a renowned fast-moving consumer goods company in China, we find that consumers targeted with recommendations following their shopping time habits exhibited heightened passive resistance, which is more pronounced among those with greater experience purchasing similar products. This study ventures further into the exploration of how the mechanisms of information acquisition and processing, inherent in shopping habits, exert influence on consumer passive resistance to innovation. The findings offer valuable insights for marketers leveraging shopping time habits in their activities or seeking to improve the success of a new product.

Suggested Citation

  • Li, Yongjun & Jin, Xi & Xue, Hanbing, 2025. "Avoid following individual shopping time habit to promote new products: Evidence from a randomized field experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003540
    DOI: 10.1016/j.jretconser.2024.104058
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924003540
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.104058?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003540. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.