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 implemental 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 implemental 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.
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The likelihood of engaging in the same behavior in the next period increases if the consumer chose that behavior in the most recent time period and has a high overall rate of the past behavior.
“The likelihood of engaging in the same behavior in the next period increases if the consumer (a) chose that behavior in the most recent (immediately preceding) time period, and (b) has a high overall rate , or frequency, of the past behavior.”
From On or Off Track: How (Broken) Streaks Affect Consumer Decisions (2023) · cites this paper as Dhar, Huber and Khan 2007
Consumers tend to act consistently over time, especially with regard to their most recent behavior or a high overall frequency of behavior.
“Previous work has demonstrated that consumers tend to act consistently over time, especially with regard to their most recent behavior (e.g., shopping 'momentum:' Dhar et al. 2007; bingeing: Schweidel and Moe 2016) or a high overall frequency of behavior (e.g., loyalty: Nunes and Dreze 2006).”
From On or Off Track: How (Broken) Streaks Affect Consumer Decisions (2023) · cites this paper as Dhar et al. 2007
Cites
The unbearable automaticity of being
Bargh, J. A., & Chartrand, T. L. (1999) · American Psychologist · doi:10.1037/0003-066x.54.7.462 · Cited by 3,699 · see citing works
Out of Control: Visceral Influences on Behavior
Loewenstein, G. (1996) · Organizational Behavior and Human Decision Processes · doi:10.1006/obhd.1996.0028 · Cited by 2,610 · cited 1× · see citing works
“Such failures to predict are consistent with mechanisms such as focalism (Wilson et al. 2000) and intrapersonal empathy gaps (Loewenstein 1996).”
BackgroundCompliance without pressure: The foot-in-the-door technique.
Freedman, J. L., & Fraser, S. C. (1966) · Journal of Personality and Social Psychology · doi:10.1037/h0023552 · Cited by 1,637 · cited 2× · see citing works
“In this account, the initial small act of compliance produces a change in a person’s self-concept such that he or she “becomes in his [or her] own eyes, the kind of person who does this sort of thing” (Freedman and Fraser 1966).”
BackgroundSoman, D., & Cheema, A. (2004) · Journal of Consumer Research · doi:10.1086/383423 · Cited by 172 · see citing works
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Nonconscious goals and consumer choice.
Chartrand, T. L., Huber, J., Shiv, B., & Tanner, R. J. (2008) · Journal of Consumer Research · doi:10.1086/588685 · Cited by 329 · see citing works
Self-citationExplaining the consumer decision-making process: Critical literature review
Stankevich, A. (2017) · JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING · doi:10.18775/jibrm.1849-8558.2015.26.3001 · Cited by 308 · see citing works
On or Off Track: How (Broken) Streaks Affect Consumer Decisions
Silverman, J., & Barasch, A. (2023) · Journal of Consumer Research · doi:10.1093/jcr/ucac029 · Cited by 34 · see citing works
- Authors
- Dhar, R., Huber, J., & Khan, U.
- Affiliations
- Yale University (US)
- Duke University (US)
- Stanford University (US)
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2007-08
- Volume
- 44
- Issue
- 3
- Pages
- 370-378
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2036284655
- Cited by
- 213
- References
- 4
- Citations by year
- 2026: 9 · 2025: 5 · 2024: 8 · 2023: 12 · 2022: 12 · 2021: 17 · 2020: 13 · 2019: 12 · 2018: 12 · 2017: 11 · 2016: 10 · 2015: 11 · 2014: 13 · 2013: 6 · 2012: 13
- FWCI
- 46.10
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Keywords
- consumer purchase behavior, impulse buying, purchase decision
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