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.
À travers une étude monographique de restructurations d’entreprise dans le secteur bancaire, cet article met en évidence l’impact des institutions représentatives du personnel (IRP) sur la trajectoire des entreprises. Il invite à revoir l’idée d’un secteur bancaire qui serait entièrement soumis aux logiques financières et montre comment les IRP assurent une remise en question des projets des directions aboutissant à une co-construction de l’entreprise. Il met aussi à l’épreuve l’idée d’une crise de la représentation des salariés avancée par la sociologie des relations professionnelles. À l’échelle de l’entreprise, d’abord, où les représentants se mobilisent pour définir des entités cohérentes de représentation au regard du collectif de travail qu’est l’entreprise. À l’échelle européenne, ensuite, où, avec des différences toutefois en fonction de leurs capacités collectives plus que des cadres nationaux, on observe un refus partagé des représentants d’un fonctionnement absolutiste de l’entreprise.
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