Une variable médiatrice du report d’achat : la procrastination

While delayed purchase is common with consumers, classical consumer behavior models don't explain why some consumers are enacting their purchase intentions faster than others. Delayed purchase is not totally captured through statistics oriented research. This article proposes to consider two new concepts : the speed of enactment of an intention, and the procrastination of the consumer. The article defines the procrastination in consumer behavior and reports major findings in psychology to draw the portrait of the procrastinator. It is then suggested to consider functional and dysfunctional procrastination to qualify various delayed purchase situations as well as the procrastinability of the task. It is then concluded that major researchs should be conducted to enhance performance of promotions under deadlines.