60 The Urge to Splurge lab experiments). Nonetheless, we recommend that researchers replicate our findings in other shopping environments and with other types of products. This suggestion stems not only from generalizability reasons. As self-benefit frames are often used in advertising and our results suggest that self-benefit frames do not provide justifications for buying on impulse for the consumer, future studies on this topic are recommended to draw more robust conclusions on the (lack of) effect of such frames on impulse buying and other consumer behavioral outcomes. It would also be interesting to explore the effects of advertising frames on planned purchases. It is reasonable to believe that people need less or other types of justifications for planned purchases than for impulse purchases (Okada, 2005; Warden, Wu, &Tsai, 2006). This could mean that the effects of advertising frames on planned purchases differ from the effect of those frames on impulse purchases. This study has several interesting implications for marketing practitioners and consumer psychologists. This study’s insights may help sustainability-driven companies to decide on their advertising strategies by providing evidence that other-benefit-framed advertisements are more effective in enhancing impulse purchases than self-benefit-framed advertisements. Sustainability-driven companies can evoke moral justifications in consumers, which can increase profits derived from impulse purchases. Increasing the number of impulse purchases could help such companies to strengthen their competitive positions (Mehra, Kumar, & Raju, 2017) toward non-socially responsible companies. Moreover, marketers and consumer psychologists should critically re-evaluate advertisements that contain self-benefit message frames focused on deservingness justification, as the outcomes of our experiments suggest that consumers do not adopt reasons to buy from such frames and, accordingly, that these frames do not affect impulse buying (urges). Furthermore, this study also encourages non-sustainability-driven companies to change their business models by taking more social responsibility, as this could both enhance sales gained from consumers’ impulse buying decisions and contribute to a fairer world.
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