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<title content-type="abstract-subheading">Purpose</title>
The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying.


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<title content-type="abstract-subheading">Design/methodology/approach</title>
The basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment.


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<title content-type="abstract-subheading">Findings</title>
After impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt.


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<title content-type="abstract-subheading">Research limitations/implications</title>
Research on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying?


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<title content-type="abstract-subheading">Practical implications</title>
Marketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying.


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<title content-type="abstract-subheading">Social implications</title>
Policymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset.


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<title content-type="abstract-subheading">Originality/value</title>
This research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.


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