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 mostly benefitted marketers. This study, however, shifts focus to consumers they mitigate or reduce impulse buying. Drawing Action Regulation Theory, we posit that planning prompts mitigates buying; this mitigating effect is stronger for individuals with high (vis-à-vis low) decisional procrastination as also vice virtue) products. Hypotheses were tested using two studies conducted India. Study 1 (n = 200) was a vignette-based experiment hypothetical scenario while 2 field mall setting. Our advances knowledge regard avoidable buying adds extant prompts. We document key theoretical managerial implications of our findings.