The Shopping Momentum Effect

Shopping momentum occurs when an initial purchase provides a psychological impulse whose momentum drives the purchase of a second, unrelated product. The most promising theoretical mechanism for shopping momentum comes from Gollwitzer’s (1990) theory of implementation and deliberation mindsets. Under this theory, shopping momentum occurs because the initial purchase moves one from a deliberative to an implemental mindset, thus driving subsequent purchases. After demonstrating the main shopping momentum effect, we support the mindset theory by (1) showing that the result is not compatible with affect connected with the first purchase increasing the likelihood of purchasing the second, (2) demonstrating how an initial purchase induces implemental orientation and (3) by illustrating that an implementation mindset leads to greater purchase. Then we explore the boundaries of this effect by examining how shopping momentum can be interrupted. Finally, we discuss alternative theoretical accounts for these results and explore consequences for marketing managers.