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

• Soumya Singh ^[1] ; Sapna Singh ^[1]
  1. [1] University of Hyderabad

     University of Hyderabad

     India

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 21, Nº. 1, 2024, págs. 83-106
• Idioma: inglés
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• Resumen

  • 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.