What consumers say and do: planned and actual amounts bought in relation to brand benefits

Abstract

The present study investigates whether consumers purchase the amount they plan to buy, considering the levels of informational and utilitarian benefits of the brands. The design was a natural experiment between subjects. A questionnaire was applied to 1016 consumers who entered a large retail store. At the exit, their purchases were examined. Probit regressions of amount bought as a function of amount planned, including brands' benefit levels as factors, showed a significant interaction effect. They demonstrated that consumers buy more units of brands with low benefits than with high benefits when they plan to buy above the average of other consumers.

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