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    Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptualframework

    Access Status
    Fulltext not available
    Authors
    Sharma, Piyush
    Sivakumaran, B.
    Marshall, R.
    Date
    2010
    Type
    Journal Article
    
    Metadata
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    Citation
    Sharma, P. and Sivakumaran, B. and Marshall, R. 2010. Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptualframework. Journal of Marketing Management. 26 (5-6): pp. 473-494.
    Source Title
    Journal of Marketing Management
    ISSN
    0267-257X
    URI
    http://hdl.handle.net/20.500.11937/3705
    Collection
    • Curtin Research Publications
    Abstract

    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 behaviours. This gap is addressed with a conceptual framework incorporating the discrepancy between actual and optimum stimulation levels as the driver of both the behaviours, and self-monitoring as the moderator of interpersonal influences on these. Findings from a field-survey-based study with retail shoppers show that both the behaviours are responses to exploratory urges triggered by lower stimulation levels. Moreover, high self-monitors exhibit greater impulsiveness in private and seek greater variety in public compared to lowself-monitors. The paper concludes with a discussion on its conceptual and managerial contribution along with some of its limitations and directions for future research.

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