Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptualframework
|dc.identifier.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.|
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.
|dc.subject||optimum stimulation level|
|dc.subject||actual stimulation level|
|dc.title||Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptualframework|
|dcterms.source.title||Journal of Marketing Management|
|curtin.accessStatus||Fulltext not available|