Limiting underage alcohol purchases: An application of the consumer decision model

Abstract

The consumer decision-making model is applied to store clerks faced with determining which customers should be carded for the purchase of alcohol. Manipulated decisional time pressure induced either a vigilant (high involvement) or hypervigilant (low involvement) decision state. Clerks (N = 256) rated four combined shopper–product profiles under conditions of high or low time pressure and assessed the likelihood that the shopper would be carded. Results indicated that increased time pressure reduced the likelihood of being required to present identification and that males were least likely to be asked for identification under high time pressure. The managerial implications and utility of the consumer decision model for enhancing compliance with minimum legal drinking age laws are considered.