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

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Author Info
Pasi Huovinen
Petri Rouvinen

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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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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: 14 Mar 2008
Date of revision:
Handle: RePEc:rif:dpaper:1126

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

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

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References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Hirschman, Elizabeth C, 1979. " Differences in Consumer Purchase Behavior by Credit Card Payment System," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 6(1), pages 58-66, June.
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  4. Faber, Ronald J & O'Guinn, Thomas C, 1992. " A Clinical Screener for Compulsive Buying," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(3), pages 459-69, December.
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  6. Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 22(3), pages 305-13, December.
  7. Sarianna M. Lundan, 2007. "The Home Country Effects of Internationalisation," Discussion Papers 1100, The Research Institute of the Finnish Economy. [Downloadable!]
  8. Maliranta, Mika & Mohnen, Pierre & Rouvinen, Petri, 2008. "Is Inter-Firm Labor Mobility a Channel of Knowledge spillovers? Evidence from a Linked Employer-Employee Panel," UNU-MERIT Working Paper Series 005, United Nations University, Maastricht Economic and social Research and training centre on Innovation and Technology. [Downloadable!]
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  9. Mika Maliranta & Satu Nurmi & Hanna Virtanen, 2008. "It takes three to tango in employment: Matching vocational education organisations, students and companies in labour market," Economics of Education Working Paper Series 0022, University of Zurich, Institute for Strategy and Business Economics (ISU). [Downloadable!]
  10. Mika Pajarinen & Petri Rouvinen, 2008. "Verkostoitumisen yhteys yritysten kannattavuuteen ja kasvuun: empiirisiä havaintoja," Discussion Papers 1118, The Research Institute of the Finnish Economy. [Downloadable!]
  11. Johansson, Edvard & Böckerman, Petri & Uutela, Antti, 2007. "Alcohol Consumption and Sickness Absence: Evidence from Panel Data," MPRA Paper 6398, University Library of Munich, Germany. [Downloadable!]
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  12. 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. [Downloadable!]
  13. O'Guinn, Thomas C & Faber, Ronald J, 1989. " Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 16(2), pages 147-57, September.
  14. Rook, Dennis W, 1987. " The Buying Impulse," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(2), pages 189-99, September.
  15. Ville Kaitila & Kari E. O. Alho & Nuutti Nikula, 2007. "Growth Prospects of Emerging Market Economies in Europe - How Fast Will They Catch up with the Old West?," Discussion Papers 1115, The Research Institute of the Finnish Economy. [Downloadable!]
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