But how do consumers feel after they've been confronted with temptation? A new article from the Journal of Consumer Research investigates the mixed emotions that result from unexpected shopping opportunities – such as surprise sales – and explores whether these emotions affect our response to tempting offers in the future.
"We propose that seeing an attractive product that one had not intended to buy can simultaneously evoke two conflicting goals – the goal that may be achieved by acquiring and using the product, and also the goal of not spending one's money unnecessarily," write Anirban Mukhopadhyay (Hong Kong University of Science and Technology) and Gita Johar (Columbia University).
The researchers found that how consumers felt after stumbling upon an unexpected sale depended on what they decided to do. People felt happy and a little guilty when they bought the item. When they resisted the impulse purchase, they were proud. Across experiments, this finding did not appear to depend on the nature of the products or sale.
The researchers then explored how these emotions might play out across purchase opportunities. Would emotions spill over to unrelated, subsequent marketing campaigns? Again, the researchers found that this depended on whether the consumer had given in or resisted the purchase.
"In general, those who had chosen to buy responded better to happiness appeals, while those who had chosen not to buy preferred pride appeals," explain the researchers. "Essentially, this research suggests that if as a marketer you know what your customer has just done, you have a better idea as to how they're feeling, and provides guidelines on how to tailor your approach."
Interestingly, the researchers found that if the happiness resulting from the purchase was accompanied by feelings of pride from having saved a lot of money, then both types of ads were equally liked. Turns out everyone loves a great deal.
Suzanne Wu | EurekAlert!
Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.
The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...
Broadband rotational spectroscopy unravels structural reshaping of isolated molecules in the gas phase to accommodate water
In two recent publications in the Journal of Chemical Physics and in the Journal of Physical Chemistry Letters, researchers around Melanie Schnell from the Max...
The efficiency of power electronic systems is not solely dependent on electrical efficiency but also on weight, for example, in mobile systems. When the weight of relevant components and devices in airplanes, for instance, is reduced, fuel savings can be achieved and correspondingly greenhouse gas emissions decreased. New materials and components based on gallium nitride (GaN) can help to reduce weight and increase the efficiency. With these new materials, power electronic switches can be operated at higher switching frequency, resulting in higher power density and lower material costs.
Researchers at the Fraunhofer Institute for Solar Energy Systems ISE together with partners have investigated how these materials can be used to make power...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
02.12.2016 | Medical Engineering
02.12.2016 | Agricultural and Forestry Science
02.12.2016 | Physics and Astronomy