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dc.contributor.authorSharma, Piyush
dc.contributor.authorSivakumaran, B.
dc.contributor.authorMarshall, R.
dc.identifier.citationSharma, 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.subjectoptimum stimulation level
dc.subjectimpulse buying
dc.subjectconsumer impulsiveness
dc.subjectvariety seeking
dc.subjectactual stimulation level
dc.titleExploring impulse buying and variety seeking by retail shoppers: towards a common conceptualframework
dc.typeJournal Article
dcterms.source.titleJournal of Marketing Management
curtin.accessStatusFulltext not available

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