Impulse Buying and Variety Seeking: A Trait-Correlates Perspective
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Impulse buying and variety seeking are low-effort feelings-based behaviors, yet the similarities and differences in their socio-psychological origin are under-explored. This article addresses this gap with a conceptual framework incorporating several individual and situational factors with a focus on three relevant consumer traits — consumer impulsiveness (CI), optimum stimulation level (OSL), and self-monitoring (SM). Findings from a survey with retail shoppers about their actual purchase decisions show that both CI and OSL have a positive association with the level of impulse buying and variety seeking. However, CI is more strongly associated with impulse buying and OSL with variety seeking. Moreover, SM relates negatively with impulse buying and positively with variety seeking; it also moderates the influence of CI and OSL on both the behaviors in opposite directions. Finally, the article discusses the contribution of this research, its limitations and some directions for future research.
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Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptualframeworkSharma, Piyush; Sivakumaran, B.; Marshall, R. (2010)Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar psychological origins. However, there is little research exploring the common sociopsychological processes regulating these ...
Sharma, Piyush ; Sivakumaran, B. (2003)Impulse buying (IB) and variety seeking (VS) are both classified as spontaneous hedonic purchase behaviors influenced by feelings rather than logical thinking (Baumgartner 2002). However, there is little empirical research ...
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