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International Review on Public and Nonprofit Marketing

Erschienen in:

11.01.2023 | Original Article

Impulse buying and checkout donation: leveraging reparatory processes of purchase guilt

verfasst von: Soumya Singh, Sapna Singh

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 1/2024

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Abstract

The study aims to leverage price promotion induced impulse buying for encouraging donation at the checkout. Through this attempt, the study examines the reparatory processes (problem-focused and emotion focused) for coping with impulse purchase guilt through checkout donation. State self-concept confusion determining regulation focus and reparation framing facilitating checkout donation are further examined as moderating influences. A 2-stage moderated mediation model is tested using scenario based 2X2 randomized between subject design with impulse purchase guilt (treatment vs control) and donation appeal framing (self-repair vs mood repair) as stimulus. 227 complete responses were received from retail shoppers using mall-intercept survey. The results show that problem-focused mediation effect is more pronounced when confusion caused to self-concept during checkout is high and the benefit sought from donation is self-repair. While emotion-focused coping is much more effective in encouraging donation when little to no confusion exists regarding self-concept during checkout and donation appeal satisfies mood-repair motive. The study findings have implications for non-profits working with retailers in making use of price promotion induced impulse purchases to encourage donations at the checkout. By leveraging on guilt and self-deficit experienced by the customer due to impulse buying, they can accordingly frame and promote donation at the checkout as self-repairing or mood repairing.

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Titel: Impulse buying and checkout donation: leveraging reparatory processes of purchase guilt
verfasst von: Soumya Singh
Sapna Singh
Publikationsdatum: 11.01.2023
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 1/2024
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-022-00363-1

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