An investigation of product purchase and subsequent non‐consumption

Reports on two studies which examine why individuals purchase goods and services that they later never fully utilize or consume. The first study employs qualitative methods to ascertain consumer motivations for purchasing unused products and their reasons for subsequent non‐consumption. The second study employs survey methodology to quantify results of the earlier study. Primary motivations included self‐presentation, self‐improvement, satisficing, impulse purchase, salesperson influence, unintended purchase and acquiring competence. Reasons for non‐usage included self‐consciousness, lack of enthusiasm, disappointing results, maintenance difficulties, concern about injury, use difficulties, unmet expectations, contingency reasons and displaced by current possessions. Investigates relationships between purchase motivations and reasons for non‐usage and discusses theoretical and managerial implications of this study.