Table 1a Consumer Self-Regulation Strategies, Self-Monitoring Subfunction
Self Regulation
Mechanism |
Promoting Self Regulation |
Defeating Self Regulation |
| Attentiveness to Performance |
Selective processing (Dh00)
Distract from urges (HL91)
Postpone purchase (HL91)
Self-diagnostic test (Y98)
Control emotions (Dh00)
Reduce desire (HL91)
Diary keeping (Y98)
Detailed product descriptions (various)
Critical product reviews (various)
Price tags (various)
|
Intense shopping emotions (RG93, Bl96, FO92,M94)
Overwhelming sensory displays (HL91)
Shopping urges (C94, M90, RH85, M94)
Extended in-store browsing (C94)
Product fantasies (FO92)
Pre-occupation (M94)
“Shopping fun” images (Quixtar)
24/7 availability (various)
Auction deadines (eBay)
e-mail alerts (various)
eBay a Go Go (eBay)
Virtual Look (Quixtar)
Image map look (beautyjungle)
Product lists with pictures (various)
Browsing galleries (various)
Picture blow ups (various)
Make-up color samples (beautyjungle)
Product samples (ColumbiaHouse)
Descriptions with fantasy elements (eve)
Product displays with no price (Quixtar)
12 free picks before purchase allowed (ColumbiaHouse)
Sweepstakes (various)
Self-gifts (various)
Personal recommendations (various)
Product recommendations (various)
|
Analyze Regularity of
Behavior and
Consequences |
Recognize triggers (Y98)
Diary keeping (Y98)
Check out counter totals (various)
Transaction history (eBay,
Amazon,beautyjungle)
|
Return, hide, resell purchases (Bl96) )
Delayed shipping (various)
Ship when available (various)
|
| Temporal Proximity |
Paying cash
Price tags (various)
|
Charge to credit card (FO92)
Credit cards only (various)
Delayed shipping (various)
Ship when available (Various)
|
| Accuracy |
Bundling (HL91)
Shopping cart totals (Various)
Transaction history (eBay,
Amazon, beautyjungle)
|
Hiding or giving away purchases (Bl96)
Ship when available policies (various)
Credit cards only (various)
|
Table 1b Consumer Self-Regulation Strategies, Judgmental Subfunction
Self Regulation
Mechanism |
Promoting Self Regulation |
Defeating Self Regulation |
| Personal Standards |
Recognize faulty justifications (Y98, G99)
Recognize budgetary constraints (RF95)
Appeal to moral precepts (HL91)
Set rules for conduct (Dh00)
Search engines for needed products (various)
Product index (various) |
Compare to unrealistic self image (Bu96)
Shopping without a list (RH85)
Unscheduled shopping (RH85)
Moral justification (E96)
Charity auction (eBay)
Point program (various) |
Referential Performance
|
Focus on discrepancy with standards (M98)
|
Unbeatable bargain rationalization (RH85)
Compare to sex role stereotypes (DD00)
It Girls (Beauty)
On sale notice (JCPenney)
Glamour pictures (eve, beauty, beautyjungle) |
|
Find support for good behavior (Y98)
|
Self comparison with advertising models (F92)
“My friends have it” rationalization (HL91)
Interaction with sales clerk (M94)
Shop at home (RH85, L00)
Shop alone (S94, L99)
Shop at night (RH85)
Enabling (Ky89)
Envy (FO92)
Purchase circle (Amazon)
Solitary on-line shopping (various)
Community chatrooms (various)
Hot items (eBay)
On-line advisers (eve, beautyjungle)
Personal recommendations (various)
Product suggestions (various) |
| Personal comparison to prior behavior |
|
Diary keeping (Y98)
Transaction history (Amazon, eBay,
beautyjungle) |
Personal need rationalization (RH85)
Tolerance (M90)
Repeat purchase reminder (beautyjungle) |
|
Individual contribution to collective goal (B86)
|
Purchase circle (Amazon) |
| Valuation of Activity |
Devalue the activity (B86)
|
Preoccupation with shopping (M94)
|
| Performance Attribution |
Recognize responsibility (Y98)
|
Product takes on life of its own (RH85)
Attribute to shopping urges (C94)
|
Table 1c Consumer Self-Regulation Strategies, Self-Reaction Subfunction
Self Regulation
Mechanism |
Promoting Self Regulation |
Defeating Self Regulation |
Evaluative Self-
Reactions |
Identify incentives for abstinence (Y98, RH85)
Indulge guilty feelings (RH85;HL91;Y98)
Re-impose economic reasoning (HL91)
Reminder of consequences (HL91,Y98)
Transfer contingencies (M98)
Critical product reviews (Amazon) |
Return, hide, give away, sell products (Bl96)
Disregard of consequences (HL91)
Fantasies of wealth (FO89)
Auction unwanted products (eBay)
Refund shipping charges on returns (beautyjungle)
Returns accepted at local store (JCPenney)
The joy of winning (eBay)
Credit cards only (various)
Ship when available (various)
|
| Tangible Self-Reactions |
Small rewards for self-control (HL91)
Precommit to constraints (HL91)
Leave credit cards home (GC87)
Impose time constraints (RF95)
Shop without purchasing (M94)
Destroy credit cards (M94)
Avoid stores (HL91)
Wish lists (various) |
Relieve negative affect with more shopping (Ky89)
Indulge addictive behaviors (FO89)
Low self-esteem (FO92)
Depression (Bl01)
24/7 availability (various)
Point programs (various)
Suggested self-gift (eve)
Continue shopping button at checkout (various)
|
Note: Self-regulation strategies found in the literature are shown at the upper portion of each cell, strategies found at popular e-commerce sites are shown in italics in lower portion of the corresponding cells.
Key to studies cited in Table:
B86=Bandura, 1986
Bl96=Black,1996
Bl01=Black, 2001
Bu96=Burroughs, 1996
C94=Christenson et al., 1994
DD00=Ditmar & Drury, 2000
Dh00=Dholakia, 2000
E96=Elliot et al., 1996
F92=Faber, 1992
FO89=Faber & O’Guinn, 1989
FO92=Faber & O’Guinn, 1992
GC87=Glatt & Cook, 1987
G99=Greefield, 1999
HL91=Hoch & Loewenstein, 1991
Ky89=Krych, 1989
L99= Lejoyeux, 1999
L00=Lee et al., 2000
M98=Miller, 1998
M90=Marks, 1990
M94=McElroy et al., 1994
RF95=Rook & Fisher, 1995
RG93=Rook & Gardner, 1993
RH85= Rook & Hoch, 1985
S94=Schlosser et al., 1994
Y98=Young, 1998