Existing studies of shopping momentum effect show that an initial purchase causes the consumer to switch from a deliberative mindset to an implemental mindset, thereby leading to buy subsequent items based on Gollwitzer’s Rubicon model. Since purchase activity goes through the actional phase which has not been studied yet, the purpose of this paper is to explore the characteristics of the actional mindset compared with those of the planning and deliberative mindsets.
This study conducts three experiments to examine whether the implemental mindset can be differentiated from the actional mindset via recalls and perceptual processing measures.
The findings provide evidences that the actional mindset is different from the implemental mindset, and the planning phase is associated more with broad-mindedness, whereas the actional phase is with narrow-mindedness.
Manipulation of the actional mindset can be extended to real purchases in physical shopping spaces, and various choice objects could be tested with a larger number of participants.
To boost the shopping momentum effect, marketers should put customers into an actional mindset by leading them to show their decisions such as carrying a shopping bag and uploading their purchased items. To avoid overbuying, customers should stay in planning mindsets without verbalizing their decisions. Putting goods into virtual shopping baskets in online shopping could be a good way to avoid overbuying.
The paper empirically explores the characteristics of actional mindset in terms of cognitive and perceptual processing and suggest meaningful implication in online shopping situation.
