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State-trait interactions in regulatory focus determine impulse buying behavior.

Anand Krishna1, Sophia Ried1, Marie Meixner1

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Understanding impulse buying requires examining how personal traits and situational factors interact. This study found that situational promotion focus increases impulse buying, especially when it aligns with a person's chronic regulatory focus.

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Area of Science:

  • Consumer Psychology
  • Behavioral Economics

Background:

  • Impulse buying is a significant consumer behavior with limited research on motivational state-trait interactions.
  • Chronic regulatory focus is linked to impulse buying, but situational focus and its fit with chronic focus remain understudied.

Purpose of the Study:

  • To investigate the impact of situational regulatory focus on impulse buying.
  • To examine the moderating role of the fit between chronic and situational regulatory focus on impulse buying.
  • To explore the influence of cognitive constraint as a boundary condition.

Main Methods:

  • Two laboratory experiments with 250 participants.
  • Manipulation of situational regulatory focus (promotion vs. prevention).
  • Manipulation of cognitive constraint.
  • Measurement of impulse buying behavior with consumptive consequences.

Main Results:

  • Situational promotion focus increased impulse buying compared to prevention focus in individuals with chronic promotion focus, aligning with regulatory fit theory.
  • Situational promotion focus also increased impulse buying in individuals with chronic prevention focus, but only under conditions of low cognitive constraint.
  • Findings suggest diverging cognitive processes mediate promotion versus prevention focus effects on impulse buying.

Conclusions:

  • The interaction between chronic and situational regulatory focus significantly influences impulse buying.
  • Cognitive constraint can moderate the effect of situational focus on impulse buying, particularly when there is a mismatch with chronic focus.
  • Future research should integrate state-trait interactions for a comprehensive understanding of consumer behavior.