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An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales

Author

Listed:
  • Nawel Ayadi

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Magali Giraud

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Christine Gonzalez

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This article explores the control mechanisms that consumers use when confronted with repeated temptations in an online private sales context. Do consumers feel the need to control themselves when they are aware of the risk of being exposed to purchase temptations? Are they able to do so? Using qualitative research methods, this study differentiates four segments of consumers, according to their reactions to repeated purchase temptations: myopic, self-regulated, hyperopic, and dispassionate. It also isolates the mechanism that consumers use to resist temptations. Previous literature has focused on control mechanisms implemented in isolated temptation situations; this article extends that approach by examining online private sales, in which setting consumers receive frequent solicitations. Thus, it addresses in detail how control evolves when consumers confront repeated temptations.

Suggested Citation

  • Nawel Ayadi & Magali Giraud & Christine Gonzalez, 2013. "An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales," Post-Print halshs-00801296, HAL.
    • Handle: RePEc:hal:journl:halshs-00801296
    DOI: 10.1016/j.jretconser.2013.01.010
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    Citations

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    Cited by:

    1. Zhenjie Wang & Chunling Zhu & Shanwu Tian & Ping Li, 2019. "Differentiation and pricing power of online retailers," Frontiers of Business Research in China, Springer, vol. 13(1), pages 1-20, December.
    2. Hussain, Ali & Abid, Muhammad Farrukh & Shamim, Amjad & Ting, Ding Hooi & Toha, Md Abu, 2023. "Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Geerts, Angy & Masset, Julie, 2022. "Luxury tourism through private sales websites: Exploration of prestige-seeking consumers’ motivations and managers’ perceptions," Journal of Business Research, Elsevier, vol. 145(C), pages 377-386.
    4. Lichters, Marcel & Wackershauser, Verena & Han, Shixing & Vogt, Bodo, 2019. "On the applicability of the BDM mechanism in product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 1-7.
    5. Tran, Trang P. & Guzmán, Francisco & Paswan, Audhesh K. & Blankson, Charles, 2020. "National versus private brand: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Li, Meng & Patel, Pankaj C. & Wolfe, Marcus T., 2019. "A penny saved is a penny earned? Differences in male and female savings and consumption tradeoffs on online retail platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 79-86.
    7. Kayal, Ghadeer G. & Simintiras, Antonis C. & Rana, Nripendra P., 2017. "Investigating gender differences in consumers’ experience of guilt: A comparative study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 71-78.
    8. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    9. Mograbi, Eli, 2022. "Decision-makers are more impulsive on smartphones than on computers," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 100(C).
    10. Farah, Maya F. & Ramadan, Zahy B., 2017. "Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 54-61.
    11. Fatima, Johra Kayeser & Di Mascio, Rita & Sharma, Piyush, 2020. "Demystifying the impact of self-indulgence and self-control on customer-employee rapport and customer happiness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    12. Glavas, Charmaine & Letheren, Kate & Russell-Bennett, Rebekah & McAndrew, Ryan & Bedggood, Rowan E., 2020. "Exploring the resources associated with consumer vulnerability: Designing nuanced retail hardship programs," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Muel Kaptein, 2017. "The Battle for Business Ethics: A Struggle Theory," Journal of Business Ethics, Springer, vol. 144(2), pages 343-361, August.

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