Impulse buying: the role of affect, social influence, and subjective wellbeing

Abstract

Purpose -The purpose of this research is to examine predictors of impulse buying. Although moderate levels of impulse buying can be pleasant and gratifying, recent theoretical work suggests that chronic, high frequency impulse buying has a compulsive element and can function as a form of escape from negative affective states, depression, and low self-esteem. Design/methodology/approach -The present research empirically tests a theoretical model of impulse buying by examining the associations between chronic impulse buying tendencies and subjective wellbeing, affect, susceptibility to interpersonal influence, and self-esteem. Findings -Results indicate that the cognitive facet of impulse buying, associated with a lack of planning in relation to purchase decisions, is negatively associated with subjective wellbeing. The affective facet of impulse buying, associated with feelings of excitement and an overpowering urge to buy, is linked to negative affect and susceptibility to interpersonal influence. Practical implications -Given the link to negative emotions and potentially harmful consequences, impulse buying may be viewed as problematic consumer behavior. Reductions in problematic impulse buying could be addressed through public policy or social marketing. Originality/value -This study validates and extends the Verplanken et al. model by examining the relationship between impulse buying and other psychological constructs (i.e. subjective wellbeing, positive and negative affect, social influence, and self-esteem).

Female Self-Gifts Buying Behaviour: Impulse Purchase and Product Involvement

“…Some individuals use impulse buying as a self-regulatory mechanism to reduce negative emotions or to repair an unpleasant mood, to 'cheer themselves up' (Verplanken et al, 2005). This behaviour can be seen as a form of escape from negative affective states (Silvera et al, 2008). On the other hand, impulsive purchases are often triggered by positive emotions such as pleasure, carelessness or excitement (Hirschmann, 1991).…”

“…Consumers may consciously plan to engage in self-gift giving to reward or console themselves, while the actual purchase may be determined impulsively and extraneously (1993; Luomala and Laaksonen, 1999). The link between impulse buying and self-gift giving has been established by academic research, although there is clearly a lack of empirical analysis into how exactly the two concepts are related (Silvera et al, 2008;Kalla and Arora, 2011). Previous research provide insufficient explanations on how consumers purchase self-gifts impulsively in various, positively or negatively connoted contexts and this research attempts to fill to this gap.…”

“…Consumers engage in impulse buying to satisfy their wish to indulge (Kalla and Arora, 2011). Impulse buying is driven by hedonic, pleasure-seeking goals that cause a consumer to experience the desire for a product (Silvera et al, 2008). Similar to self-gifting, impulse buying behaviour is often motivated by the desire to escape negative feelings or prolong positive ones (Youn and Faber, 2000).…”

“…However, the actual purchase process can be of a highly impulsive nature (Luomala and Laaksonen, 1999). The concept of self-gift giving has been linked to impulse buying, even though there is a lack of empirical research on the relationship between the two concepts (Silvera et al, 2008). Product involvement refers to a consumer's long-term attachment to a specific object and has a significant impact on his or her decision-making process (Bauer et al, 2006).…”

Impact of Branding on Impulse Buying Behavior: Evidence from FMCG’S sector Pakistan

“…The factors triggering such purchases are important to understand, as nine out of ten shoppers buy on impulse occasionally (e.g. Silvera et al, 2008;Cobb & Hoyer, 1986). Today almost 70% of buying choices are made at outlets or selling points (Heilman et al, 2002), which report for huge quantity of products sell under a wide series of product categories by impulse buying (Weinberg & Gottawald, 1982).…”