This is the abstract of the research by Lee et al (2013) in Journal of Retailing
Retailers use an arsenal of shopper-marketing tools to entice shoppers to spend. We show that such shopping prompts can decrease rather than increase spending by leading shoppers to exercise greater self-control to counter the temptation to spend. The results of three field experiments (1–3) that involved real shoppers consistently demonstrate this ironic prudent spending effect.
Supporting the self-control account, we also find that the effect is more pronounced (1) among shoppers who perceive themselves as impulsive and are thus more sensitive to self-control cues posed by shopping prompts; and (2) for hedonic (vs. utilitarian) items that pose greater temptation. Two lab experiments (4–5) further show that shopping prompts increase the subjective importance of the prudent-spending goal while reducing how tempting hedonic (vs. utilitarian) products are perceived to be, providing convergent process evidence for the proposed self-control mechanism.
So you would have learned a new phrase (ironic prudent spending effect). And if you are like most people, you would think ‘wow, that’s interesting’.
Personally, I think you can make (social sciences) research ‘find’ anything you like. I wouldn't be cutting back on shopper marketing expenditure just yet.