Togawa, Taku; Ishii, Hiroaki; Onzo, Naoto; Roy, Rajat - In: Marketing Intelligence & Planning 38 (2019) 3, pp. 269-282
Purpose: The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying. Design/methodology/approach:...