Control it, before it controls you! Een onderzoek naar de invloed van stimulerende winkelomgevingen (in-store cues) op de zelfcontrole en het impulsieve aankoopgedrag van consumenten

The current study investigates the underlying process of the impulsive buying behavior influenced by store environmental stimulation. Furthermore, this study examines if consumers’ motivation orientation moderates the effect of the arousal produced by a store environment on consumers’ regulatory resource depletion. With a 2 (high arousal vs. low arousal) x 2 (task-orientated motivation orientation vs. recreational motivation orientation) between-subjects design (N = 114) we confirmed that a high stimulated store environment induced by a high music tempo leads to more impulsive purchases. Moreover, we confirm that consumers’ motivation orientation influences regulatory resource depletion and impulsive buying behavior. When consumers have a recreational motivational orientation, high arousal has a positive effect on self-control strength, but when consumers have a task-oriented motivational orientation, high arousal decreases self-control strength, which leads to regulatory resource depletion. In addition, high arousal increases consumer intentions to make impulsive purchases in the store for recreationally oriented consumers, but it has a negative impact on shopping behavior for task-oriented consumers. No effect of regulative resource depletion on impulsive buying behavior was found. Implications for theory and marketing practice are discussed.