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When consumers suppress: Exploring the dynamics of thought suppression, information search, and purchase intentions

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  • Miao, Miao
  • Nishida, Yuki
  • Li, Zhen
  • Hou, Min
  • Song, Zening

Abstract

Consumers tend to suppress desires for nonessential purchases following high-expenditure events. However, the dynamic impact of thought suppression on information search (IS) and its relationship with purchase intentions (PIs) is unclear. This study uses a survey and multiphase experiment to investigate the interplay among suppression, IS, and PIs. The findings indicate the following: (1) purchase-related thought suppression reduces IS during the suppression phase but triggers a rebound effect afterward, aligning with ironic process theory; (2) suppression moderates the IS–PI relationship in a phase-dependent manner—IS has a weaker effect on PIs during suppression but a stronger influence post-suppression; and (3) the IS–PI relationship is nonlinear, as moderate IS during suppression sustains engagement, whereas excessive search dampens post-suppression IS. These insights offer practical implications for marketers in identifying suppression stages, optimizing information dissemination, and facilitating consumer decision making.

Suggested Citation

  • Miao, Miao & Nishida, Yuki & Li, Zhen & Hou, Min & Song, Zening, 2025. "When consumers suppress: Exploring the dynamics of thought suppression, information search, and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001651
    DOI: 10.1016/j.jretconser.2025.104386
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