EXPRESS: The Impact of In-Store Inspirational (vs. Deal-Oriented) Communication On Spending: The Importance of Activating Consumption Goal-Completion

In-store communication delivered through technology formats (e.g., kiosk, digital display) as well non-technology magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has primarily examined the effects of deal-oriented that offers promotions for a single product on shopper spending, inspirational sparks ideas novel ways use products) spending are unclear. Inspirational affect differently from it activates stronger motivation consumption goal-completion. Guided goal-completion, this article proposes increases more than does. The authors propose and empirically test hypotheses using data set experimental studies, field experiment, an eye-tracking study. results show or no content. This effect is mediated such attenuated when consumers already have goals detracts inspiration-induced goals. These suggest increase clear, in their communications.