Le report d’achat expliqué par le trait de procrastination et le potentiel de procrastination

This article focuses on two individual and situational factors leading to purchase delay. The consumer procrastination trait captures the individual tendency to delay purchase while the procrastination potential of a given situation reflects situational factors, which are deemed to be sources of purchase delay. A four items scale is developed to measure the consumer procrastination trait (CPTS). A 2 X 2 X 2 experiment is designed to show first and second order interactions between the consumer procrastination trait, the procrastination potential and the type of product. As expected, procrastinators, as identified with the CPTS tend to delay their purchases more than nonprocrastinators. In addition, it is demonstrated that a situation with high procrastination potential increases the probability of purchase delay. However the procrastination potential of a situation plays a moderator role on the direct effect of the consumer procrastination trait: a situation with low procrastination potential reduces purchase delay only among non-procrastinators.