The Influence of Trashing Decisions on Incidental Purchases

Canice M C Kwan, Shirley Y Y Cheng, Alex S L Tsang

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

Consumers often confront their unused possessions and decide to forgo some of them (e.g., before moving). Incurring pain and costs, trashing evokes a motivation to avoid waste which makes consumers more effortful and conscious of product usage in subsequent purchases. The results of three experiments show that the process of contemplating whether to trash unused possessions reduced purchase intention (study 1). When an option of no choice was available, consumers were more likely to delay purchasing (study 2). Such effects were mitigated if consumers were asked to consider donating (vs. trashing) unused belongings (study 3). Our findings suggest that trashing does not necessarily lead consumers to reject future purchases but makes them more prudent in decisions. For the effect to occur, however, one should incur some pain and costs in the process. Contrary to the conventional belief, this research evidences that trashing is not always an unfavorable option to discourage
Original languageEnglish
Title of host publicationConnect. Engage. Transform. ANZMAC 2018 Conference Proceedings
EditorsJodie Conduit, Carolin Plewa, Dean Wilkie
PublisherAustralian and New Zealand Marketing Academy
Pages148-151
Number of pages4
ISBN (Print)9781877040658
Publication statusPublished - 3 Dec 2018
EventAustralian and New Zealand Marketing Academy Annual Conference 2018 - The University of Adelaide, Adelaide, Australia
Duration: 3 Dec 20185 Dec 2018

Conference

ConferenceAustralian and New Zealand Marketing Academy Annual Conference 2018
Abbreviated titleANZMAC 2018
Country/TerritoryAustralia
CityAdelaide
Period3/12/185/12/18

User-Defined Keywords

  • trashing
  • impulsive purchase
  • sustainable consumption

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