Investigating Impulse Buying and Variety Seeking: Towards a General Theory of Hedonic Purchase Behaviors

Sharma, Piyush; Sivakumaran, B.

doi:10.1007/978-3-319-11845-1_22

Access Status

Fulltext not available

Authors

Sharma, Piyush

Sivakumaran, B.

Date

2015

Type

Conference Paper

Metadata

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Citation

Sharma, P. and Sivakumaran, B. 2015. Investigating Impulse Buying and Variety Seeking: Towards a General Theory of Hedonic Purchase Behaviors. In Proceedings of 2004 Academy of Marketing Science (AMS) Annual Conference. 26-29 May 2004. Vancouver, Canada.

Source Title

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Source Conference

2004 Academy of Marketing Science (AMS) Annual Conference

DOI

10.1007/978-3-319-11845-1_22

Faculty

Faculty of Business and Law

School

School of Management and Marketing

URI

http://hdl.handle.net/20.500.11937/88187

Collection

Curtin Research Publications

Abstract

Impulse buying (IB) and variety seeking (VS) are both quite prevalent among today’s consumers influencing their day-to-day judgments and decision-making, making their study significant and relevant to the study of modern consumer’s behavior for academic researchers as well as marketing practitioners (Kacen and Lee 2002; Ratner and Kahn 2002). Both these behaviors are also classified as hedonic purchase behaviors influenced by feelings rather than logical thinking and motivated by psychosocial needs rather than functional benefits (Baumgartner 2002). However, despite these similarities on one hand and importance for practitioners on the other, there is almost no published empirical research investigating VS in conjunction with IB, which may have probably supported a general theory of hedonic purchase behaviors. This gap is addressed in this study by investigating the association of several relevant traits with both these behaviors, using an experimental approach.