Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review

Abstract

Impulse buying (IB) represents a pivotal subject in consumer psychology. A general agreement on its core elements and their relationship is arguably established. So far, however, there has been little discussion about how to assess impulse purchases, leading to a potential divergence of practise from theory and complexities in cross-study comparability. This systematic literature review investigates the research methods and metrics employed in high-quality literature to evaluate impulse shopping behaviours across different environments, including online, offline, and multichannel settings. Following the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) criteria, the literature search has been conducted on databases relevant for scientific literature, including Scopus, Web of Science, and ProQuest. Fifty-four articles were included in this systematic review. Findings show the existence of four methods to investigate IB, namely quantitative self-reports, laboratory investigations, fieldwork observations, and qualitative interviews. A comparison of the four methods in terms of fit highlights that self-reports and interviews provide a significant contribution in assessing the cognitive facet of impulse purchasing. Laboratory investigations and fieldwork observation find a better fit with the conative and visceral facets of impulsive buying. Considering the major role of affective charges occurring during impulse shopping, complementary research approaches, and metrics belonging to applied psychophysiology and consumer neuroscience are examined. Three opportunities for future research are discussed, including theory building and refinement, understanding individual differences, and honing behavioural predictions.

Gadgets Are Always in the Hands of Consumers: The Triggers for Impulsive Buying Behavior

“…The impulse from a psychological perspective views human consumption behavior [16]. Psychological studies define impulse as "a strong, sometimes irresistible urge; a sudden inclination to act without deliberation" [17].…”

Effect of mindfulness on online impulse buying: Moderated mediation model of problematic internet use and emotional intelligence

“…Impulsive buying is sudden and unplanned purchase often made under the influence of stimulus and is frequently associated with a “powerful and persistent urge to buy something immediately” ( Rook, 1987 , p.191), driven by emotional motivation and hedonic goals ( Liao et al, 2009 ). Research on impulse buying has evolved from ‘what (product)’, ‘where (retail store environment and its elements)’, ‘who (categorizing individuals as impulsive buyers or not)’ to exploring ‘when’ and ‘why’ such behavior exists ( Vohs and Faber, 2007 ; Mandolfo and Lamberti, 2021 ). Since impulse purchase often leads to negative consequences for customers such as, post-purchase negative emotions like guilt ( Rook, 1987 ), a vicious trap of financial hardships ( Fenton-O'Creevy et al, 2018 ) or diminished financial well-being ( Nanda and Banerjee, 2021 ) and for business firms such as, higher intention to return goods and customer complaints ( Zeelenberg et al, 2000 ), a need is felt to recognize and better understand the ‘why’s or the drivers of such behaviors ( Frigerio et al, 2020 ; Thürmer et al, 2020 ; Özyörük, 2022 ).…”

Latent Classes for the Treatment Outcomes in Women with Gambling Disorder and Buying/Shopping Disorder

“…However, studies in this area are scarce, and some studies have failed to identify variables associated with the onset and progression of the BSD patients [27,28]. On the other hand, the scant consideration of assessment methods for impulsive buying has led to inconsistences in the research and has hampered cross-study comparability [29].…”