The shopping momentum effect

Ravi Dhar, Joel Huber, Uzma Khan

Research output: Contribution to journalArticle

91 Citations (Scopus)

Abstract

Shopping momentum occurs when an initial purchase provides a psychological impulse that enhances the purchase of a second, unrelated product. The authors propose that the most promising theoretical mechanism for shopping momentum comes from Gollwitzer's (1990) theory of implementation and deliberation mind-sets. Under this theory, shopping momentum occurs because the initial purchase moves the consumer from a deliberative to an implementai mind-set, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, the authors support the mind-set theory by (1) demonstrating how an initial purchase induces implementai orientation and (2) by illustrating that an implementation mind-set leads to greater purchase. The authors then explore the boundaries of this effect by demonstrating how shopping momentum can be interrupted. Finally, they discuss alternative theoretical accounts for the results and explore consequences for marketing managers.

Original languageEnglish (US)
Pages (from-to)370-378
Number of pages9
JournalJournal of Marketing Research
Volume44
Issue number3
DOIs
StatePublished - Aug 1 2007
Externally publishedYes

Fingerprint

Purchase
Shopping
Momentum effect
Mindset
Momentum
Deliberation
Marketing
Impulse
Psychological
Managers

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

The shopping momentum effect. / Dhar, Ravi; Huber, Joel; Khan, Uzma.

In: Journal of Marketing Research, Vol. 44, No. 3, 01.08.2007, p. 370-378.

Research output: Contribution to journalArticle

Dhar, Ravi ; Huber, Joel ; Khan, Uzma. / The shopping momentum effect. In: Journal of Marketing Research. 2007 ; Vol. 44, No. 3. pp. 370-378.
@article{1823627e883e45a9ab6d03d06dcff11a,
title = "The shopping momentum effect",
abstract = "Shopping momentum occurs when an initial purchase provides a psychological impulse that enhances the purchase of a second, unrelated product. The authors propose that the most promising theoretical mechanism for shopping momentum comes from Gollwitzer's (1990) theory of implementation and deliberation mind-sets. Under this theory, shopping momentum occurs because the initial purchase moves the consumer from a deliberative to an implementai mind-set, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, the authors support the mind-set theory by (1) demonstrating how an initial purchase induces implementai orientation and (2) by illustrating that an implementation mind-set leads to greater purchase. The authors then explore the boundaries of this effect by demonstrating how shopping momentum can be interrupted. Finally, they discuss alternative theoretical accounts for the results and explore consequences for marketing managers.",
author = "Ravi Dhar and Joel Huber and Uzma Khan",
year = "2007",
month = "8",
day = "1",
doi = "10.1509/jmkr.44.3.370",
language = "English (US)",
volume = "44",
pages = "370--378",
journal = "Journal of Marketing Research",
issn = "0022-2437",
publisher = "American Marketing Association",
number = "3",

}

TY - JOUR

T1 - The shopping momentum effect

AU - Dhar, Ravi

AU - Huber, Joel

AU - Khan, Uzma

PY - 2007/8/1

Y1 - 2007/8/1

N2 - Shopping momentum occurs when an initial purchase provides a psychological impulse that enhances the purchase of a second, unrelated product. The authors propose that the most promising theoretical mechanism for shopping momentum comes from Gollwitzer's (1990) theory of implementation and deliberation mind-sets. Under this theory, shopping momentum occurs because the initial purchase moves the consumer from a deliberative to an implementai mind-set, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, the authors support the mind-set theory by (1) demonstrating how an initial purchase induces implementai orientation and (2) by illustrating that an implementation mind-set leads to greater purchase. The authors then explore the boundaries of this effect by demonstrating how shopping momentum can be interrupted. Finally, they discuss alternative theoretical accounts for the results and explore consequences for marketing managers.

AB - Shopping momentum occurs when an initial purchase provides a psychological impulse that enhances the purchase of a second, unrelated product. The authors propose that the most promising theoretical mechanism for shopping momentum comes from Gollwitzer's (1990) theory of implementation and deliberation mind-sets. Under this theory, shopping momentum occurs because the initial purchase moves the consumer from a deliberative to an implementai mind-set, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, the authors support the mind-set theory by (1) demonstrating how an initial purchase induces implementai orientation and (2) by illustrating that an implementation mind-set leads to greater purchase. The authors then explore the boundaries of this effect by demonstrating how shopping momentum can be interrupted. Finally, they discuss alternative theoretical accounts for the results and explore consequences for marketing managers.

UR - http://www.scopus.com/inward/record.url?scp=34548764872&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=34548764872&partnerID=8YFLogxK

U2 - 10.1509/jmkr.44.3.370

DO - 10.1509/jmkr.44.3.370

M3 - Article

AN - SCOPUS:34548764872

VL - 44

SP - 370

EP - 378

JO - Journal of Marketing Research

JF - Journal of Marketing Research

SN - 0022-2437

IS - 3

ER -