Can planning prompt be a boon for impulsive customers? Moderating roles of product category and decisional procrastination

Extant research in the Impulse Buying domain has predominantly focused on how it can be enhanced and has mostly benefitted marketers. This study, however, shifts the focus to consumers and how they can mitigate or reduce impulse buying. Drawing on Action Regulation Theory, we posit that planning prompts mitigates impulse buying; and that this mitigating effect is stronger for individuals with high (vis‐à‐vis low) decisional procrastination as...