Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency

By C. Parsad, S. Prashar, T. S. Vijay, Mukesh Kumar. Journal of Retailing and Consumer Services, 2021

98 citations recorded by the source corpus.

Abstract Earlier researchers have observed that an individual consumer's mood plays a significant role in increasing the impulsiveness, which leads to impulsive buying. The literature on shoppers' motivational traits has profoundly acknowledged the impact of these traits and mood regulation constructs on individual shopping values. The present study is a pioneer attempt proposing a comprehensive model, which incorporates three main antecedents (motivation, mood and value) of buying behaviour that influence the consumer purchasing decision. The paper empirically explores the liaison between the regulatory focus (promotion-focused and prevention-focused motivations), mood regulation (mood monitoring, mood clarity and mood repair), shopping values (hedonic and utilitarian), and impulsive buying behaviour. The outcomes suggest that two regulatory focus motives influence mood clarity. Mood repairing and mood monitoring impact hedonic shopping values, which has a substantial impact on consumers' impulsive buying tendency. The paper closes with theoretical and practical inferences, limitations, and discussion on the potential scope for future research.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/a9245c0ada169472b84a9cb415d65dd36a679393