50 The Urge to Splurge Figure 3: Conceptual model showing that H1 is tested in Experiments 1 to 3, H2 and H3 are tested in Experiments 2 and 3, and H4 is tested is Experiment 3. Experiment 1 Method. Design & participants. Experiment 1 was a large field experiment (N = 366) that took place in an Amsterdam supermarket that cooperated with this study. We used a single-factor between-subjects design with “message frame” (self-benefit versus other-benefit) as the instrumental variable (IV), “justification” as the underlying mechanism, and “impulse-buying urge” as the dependent variable (DV). The goals include 1) to examine if there is an effect of message frame on impulse buying urges (H1) and 2) to explore the extent to which people adopt the reasons to buy, provided by brands through a self-benefit or other-benefit message frame, and how justifications are used to justify impulse buying urges. The participants were passers-by of the cooperating supermarket where we collected data for 3.5 weeks. The participants were between 16 and 83 years old (M = 40.89, SD = 16.97). The majority (55.5%) were female, 42.9% was male, and the remaining 1.6 % did not identify as male or female. Overview studies Three experiments were conducted to test the hypotheses. All the three studies were pre-registered at Open Science Frameworki. In Experiment 1, we studied the effect of advertising framing on impulse buying urges (H1), and exploratively examined the role of justification in this proposed effect. In Experiment 2, we studied the effect of advertising framing on both impulse buying urge (H1) and impulse buying behavior (H2). Additionally, we tested the mediating role of justification in the proposed effects (H3). Experiment 3 is a replication of Experiment 2, wherein we also tested the effect of impulse buying urge on impulse buying behavior (H4)ii. See Figure 3 for an overarching framework. Other-benefit ad (vs. self-benefit ad) Moral justification Impulse buying urges Impulse buying behavior + + + + H3 H1 H2 E2,3 E1,2,3 E2, 3 H4 E3 + +
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