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Does Mass-media Fuel, and Easy Credit Facilitate, Impulse Buys?

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  • Huovinen, Pasi
  • Rouvinen, Petri

Abstract

This paper studies whether exposure to mass media and liking advertising are associated with an increased impulse buy tendency, and whether the availability of a credit card acts as a facilitating stimulus. It is found that impulse buys are positively associated with exposure to commercial television, but not to other forms of mass media. For females, liking advertising in general is positively associated with impulse buying; for males, having a preference for informative advertising is negatively associated with impulse buying. For both, credit card use facilitates the behavior. Besides being robust and statistically significant, these effects are qualitatively quite large.

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Bibliographic Info

Paper provided by The Research Institute of the Finnish Economy in its series Discussion Papers with number 1126.

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Length: 15 pages
Date of creation: 2008
Date of revision:
Handle: RePEc:rif:dpaper:1126

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Keywords: buying behavior; impulsiveness; mass media; advertising; credit cards;

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  1. Richard Williams, 2006. "Generalized ordered logit/partial proportional odds models for ordinal dependent variables," Stata Journal, StataCorp LP, vol. 6(1), pages 58-82, March.
  2. Faber, Ronald J & O'Guinn, Thomas C, 1992. " A Clinical Screener for Compulsive Buying," Journal of Consumer Research, University of Chicago Press, vol. 19(3), pages 459-69, December.
  3. Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, University of Chicago Press, vol. 22(3), pages 305-13, December.
  4. O'Guinn, Thomas C & Faber, Ronald J, 1989. " Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 147-57, September.
  5. Rook, Dennis W, 1987. " The Buying Impulse," Journal of Consumer Research, University of Chicago Press, vol. 14(2), pages 189-99, September.
  6. Hirschman, Elizabeth C, 1979. " Differences in Consumer Purchase Behavior by Credit Card Payment System," Journal of Consumer Research, University of Chicago Press, vol. 6(1), pages 58-66, June.
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