When consumers suppress: Exploring the dynamics of thought suppression, information search, and purchase intentions

Consumers tend to suppress desires for nonessential purchases following high-expenditure events. However, the dynamic impact of thought suppression on information search (IS) and its relationship with purchase intentions (PIs) is unclear. This study uses a survey and multiphase experiment to investigate the interplay among suppression, IS, and PIs. The findings indicate the following: (1) purchase-related thought suppression reduces IS during the suppression phase but triggers a rebound effect afterward, aligning with ironic process theory; (2) suppression moderates the IS–PI relationship in a phase-dependent manner—IS has a weaker effect on PIs during suppression but a stronger influence post-suppression; and (3) the IS–PI relationship is nonlinear, as moderate IS during suppression sustains engagement, whereas excessive search dampens post-suppression IS. These insights offer practical implications for marketers in identifying suppression stages, optimizing information dissemination, and facilitating consumer decision making.