Abstract
Several studies support the idea that consumers use a form of mental budgeting where they allocate money to mental accounts and try to resist further purchases when the budget is depleted. These mental budgets are used at the shopping-trip level, even if implicitly, to enhance self-control, regulate purchase behavior, and support the attainment of shopping goals (Kahneman and Tversky, 1984; Thaler, 1985; Heath and Soll, 1996).
Reference: Marx, Paul, Schramm-Klein, Hanna, Mau, Gunnar, Frentz, Florentine. Understanding Planning for Unplanned Purchases: Antecedents and Exploitation of In-Store Slack. Journal of Marketing Behavior, in print.
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Frentz, F. (2020). Understanding Planning for Unplanned Purchases: Antecedents and Exploitation of In-Store Slack. In: The Pursuit of Food Well-Being. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-30366-2_7
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DOI: https://doi.org/10.1007/978-3-658-30366-2_7
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