The Ironic Effects of Financial Constraint-Induced Suppression on Consumer Behavior

Abstract

Financial constraints are a pervasive concern for consumers, shaping spending patterns and psychological coping mechanisms. While previous research has primarily focused on behavioral adaptations, this study explores a cognitive mechanism: thought suppression. We propose that consumers experiencing financial constraints intentionally suppress thoughts related to their financial difficulties and spending desires to alleviate psychological discomfort. However, consistent with the ironic process theory, this suppression may trigger a rebound effect, where suppressed thoughts resurface with greater intensity when external cues, such as sales promotions, are encountered. Across three longitudinal studies, we investigate how financial constraints impact suppression and the conditions under which rebound effects occur. Study 1 shows that financially constrained consumers suppress purchase-related thoughts. Study 2 demonstrates that this suppression results from conscious effort and mediates the relationship between financial constraints and thought suppression. Study 3 reveals that suppressed thoughts resurface in response to sales promotions, particularly among consumers with high indulgence tendencies, resulting in a cognitive rebound effect. These findings contribute to the literature on financial constraints and thought suppression, offering practical insights for marketers.