Self-Scanning and Self-Control: A Field Experiment on Real-Time Feedback and Shopping Behavior

Abstract

Payment and checkout at retail stores is increasingly being replaced by automated systems. One recent technological invention in this area is mobile self-scanning in which customers carry a mobile scanner while shopping. Mobile self-scanners give real-time feedback on spending. The device increases price saliency and enables customers to keep track of the total amount spent. Using a field experiment, we test if mobile self-scanning affects shopping behavior. Consumers of two grocery stores were allocated randomly to use a mobile self-scanner or not. Overall, we find that using the self-scanner has a negative but insignificant effect on total amount spent. However, the response to using the scanner is heterogeneous and for customers with low self-control, it significantly reduces both their spending and number of items bought when using the mobile scanner. Moreover, we find that consumers with low self-control are more likely to use the self-scanner than individuals with high self-control. Taken together, our results suggest that sophisticated individuals, that is, individuals who are aware of their self-control problem, use the scanner to control their spending.

The Sales Impact of Using Handheld Scanners: Evidence from the Field

“…Van Ittersum et al (2013) find that handheld scanner use increases purchases among shoppers with a financial budget but decreases them for people without a budget. However, Montinari, Runnemark, and Wengström (2017) indicate a negative, nonsignificant overall influence of scanners, which conflicts with our finding of increased purchases among consumers who use scanners. Perhaps financial budget issues explain these distinctions?…”

“…In most of Van Ittersum et al’s studies, consumers received a predetermined shopping list and incentives to stay within financial budgets; we extend these results to shopping situations in which consumers are free to purchase as much or as little as they wish, without imposed penalties for exceeding their budget. The differences between our findings and Montinari, Runnemark, and Wengström’s (2017) likely reflect the participants included and the influence of shopping enjoyment. Those authors exclude families and larger households to focus on people shopping alone or in pairs, so their study might be limited to consumers with smaller grocery shopping lists and needs, implying a short shopping trip.…”

“…These results help explain Montinari, Runnemark, and Wengström’s (2017) negative effects of handheld scanner usage while also replicating the positive effect found by Van Ittersum et al (2013) for smart shopping carts. In most of Van Ittersum et al’s studies, consumers received a predetermined shopping list and incentives to stay within financial budgets; we extend these results to shopping situations in which consumers are free to purchase as much or as little as they wish, without imposed penalties for exceeding their budget.…”

“…We aim to build on this literature stream by examining both cognitive and affective mechanisms that have an impact on sales using a serial mediation model that predicts that the bodily sensations that result from using scanners influence cognitions, which then influence affective experiences and thus ultimately determine actual sales. For example, handheld scanners give consumers cognitive control (to track financial budgets, look up prices, and make purchase decisions; Means 2018; Nixdorf 2017), which especially benefits those with low self-control (Montinari, Runnemark, and Wengstrom 2017), and this heightened control might increase their shopping enjoyment (Means 2018). By including behavioral measures, which have been largely overlooked in prior research (cf.…”