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موضوع به انگلیسی:If-then plans help regulate
automatic peer influence on
impulse buying
بخشی از متن:Abstract
Purpose – This study aims to take a dual-process perspective and argues that peer influence on increasing
impulse buying may also operate automatically. If-then plans, which can automate action control, may, thus, help
regulate peer influence. This research extends existing literature explicating the deliberate influence of social norms.
Design/methodology/approach – Study 1 (N = 120) obtained causal evidence that forming an
implementation intention (i.e. an if-then plan designed to automate action control) reduces peer impact on impulse
buying in a laboratory experiment with young adults (students) selecting food items. Study 2 (N = 686) obtained
correlational evidence for the role of norms, automaticity and implementation intentions in impulse buying using
a large sample of high-school adolescents working on a vignette about clothes-shopping.
Findings – If-then plans reduced impulse purchases in the laboratory (Study 1). Both reported deliberation
on peer norms and the reported automaticity of shopping with peers predicted impulse buying but an
implementation intention to be thriftily reduced these links (Study 2).
Research limitations/implications – This research highlights the role of automatic social processes in
problematic consumer behaviour. Promising field studies and neuropsychological experiments are discussed.
Practical implications – Young consumers can gain control over automatic peer influence by using ifthen
plans, thereby reducing impulse buying.
Originality/value – This research helps understand new precursors of impulse buying in understudied
European samples of young consumers.
Keywords Young consumers, Peer influence, Impulse buying, Implementation intentions,
Automaticity, Reflective-impulsive model
Paper type Research paper
