Boomerang effect of incentive reminders during shopping trips

• Published in: The Journal of consumer marketing Vol. 36; no. 5; pp. 592 - 599
• Main Authors: Kulkarni, Atul, Wang, Xin Cindy, Yuan, Hong
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 12.08.2019; Emerald Group Publishing Limited
• Subjects: Fees & charges; Gift cards & certificates; Impulse buying; Incentives; Purchasing; Shopping; Shopping carts; Soft drink industry; Studies; Transaction abandonment; Promotional reactance; Incentive reminders

Purpose This paper aims to examine the unintended negative effect of incentivizing shoppers to make unplanned purchases through incentive reminders during shopping trips. Design/methodology/approach Two experimental studies with between-subject designs were conducted to examine the effect of incenti...