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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.

Suggested Citation

  • Huovinen, Pasi & Rouvinen, Petri, 2008. "Does Mass-media Fuel, and Easy Credit Facilitate, Impulse Buys?," Discussion Papers 1126, The Research Institute of the Finnish Economy.
    • Handle: RePEc:rif:dpaper:1126
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    buying behavior; impulsiveness; mass media; advertising; credit cards;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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