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Little research has focused on motivational state-trait interactions to explain impulse buying. Although the trait chronic regulatory focus has been linked to impulse buying, no evidence yet exists for an effect of situational regulatory focus and no research has examined whether the fit of chronic and situational regulatory focus can influence impulse buying with actual consumptive consequences rather than purchase intentions. Two laboratory experiments (total N = 250) manipulated situational regulatory focus before providing opportunities for impulse buying. In addition, cognitive constraint was manipulated as a potential boundary condition for regulatory focus effects. Situational promotion focus increased impulse buying relative to situational prevention focus in participants with strong chronic promotion, consistent with regulatory fit theory and independently of cognitive constraint. Surprisingly, situational promotion focus also increased impulse buying in participants with strong chronic prevention, but only under low cognitive constraint. These results may be explained by diverging mediating cognitive processes for promotion vs. prevention focus' effect on impulse buying. Future research must focus more on combining relevant states and traits in predicting consumer behavior. Marketing implications are discussed.
As the global health crisis unfolded, many academic conferences moved online in 2020. This move has been hailed as a positive step towards inclusivity in its attenuation of economic, physical, and legal barriers and effectively enabled many individuals from groups that have traditionally been underrepresented to join and participate. A number of studies have outlined how moving online made it possible to gather a more global community and has increased opportunities for individuals with various constraints, e.g., caregiving responsibilities.
Yet, the mere existence of online conferences is no guarantee that everyone can attend and participate meaningfully. In fact, many elements of an online conference are still significant barriers to truly diverse participation: the tools used can be inaccessible for some individuals; the scheduling choices can favour some geographical locations; the set-up of the conference can provide more visibility to well-established researchers and reduce opportunities for early-career researchers. While acknowledging the benefits of an online setting, especially for individuals who have traditionally been underrepresented or excluded, we recognize that fostering social justice requires inclusivity to actively be centered in every aspect of online conference design.
Here, we draw from the literature and from our own experiences to identify practices that purposefully encourage a diverse community to attend, participate in, and lead online conferences. Reflecting on how to design more inclusive online events is especially important as multiple scientific organizations have announced that they will continue offering an online version of their event when in-person conferences can resume.