Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation
Abstract
We propose that consumers have mental budgets for grocery trips that are typically composed of both an itemized portion and in-store slack. We conceptualize the itemized portion as the amount that the consumer has allocated to spend on items planned to the brand or product level and the in-store slack as the portion of the mental budget that is not assigned to be spent on any particular product but remains available for in-store decisions. Using...
Paper Details
Title
Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation
Published Date
Aug 1, 2010
Journal
Volume
37
Issue
2
Pages
264 - 278
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