School of Business
Seeking consistency between planning orientation and situational purchase mindset
Document Type
Article
Abstract
The research applies consistency theory to investigate how planning orientation, planner, or reactor combines with situational purchase mindsets. The results of three studies reveal that (i) consistency between planning orientation and situational mindset fosters more action responses in terms of number of stores one intends to visit or actually visited; (ii) when inconsistency is experienced, action responses are fewer because the consumer seeks to resolve inconsistencies by consulting others to help build consensus toward one emerging purchase decision alternative; (iii) the findings depend upon whether the purchase context is hedonic or utilitarian for the planner but not for the reactor and (iv) the impulsive scenario reverses the predictions of consistency theory.
Publication Title
Journal of Consumer Behaviour
Publication Date
1-1-2016
Volume
15
Issue
1
First Page
28
Last Page
37
ISSN
1472-0817
DOI
10.1002/cb.1528
Keywords
consistency theory, planning orientation, purchase mindsets
Repository Citation
Spears, Nancy; Amos, Clinton; and Yazdanparast, Atefeh, "Seeking consistency between planning orientation and situational purchase mindset" (2016). School of Business. 83.
https://commons.clarku.edu/faculty_school_of_management/83
