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Impulse buying and variety seeking: A trait-correlates perspective

  • Sharma, Piyush
  • Sivakumaran, Bharadhwaj
  • Marshall, Roger
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    Impulse buying and variety seeking are low-effort feelings-based behaviors, yet the similarities and differences in their socio-psychological origin are under-explored. This article addresses this gap with a conceptual framework incorporating several individual and situational factors with a focus on three relevant consumer traits -- consumer impulsiveness (CI), optimum stimulation level (OSL), and self-monitoring (SM). Findings from a survey with retail shoppers about their actual purchase decisions show that both CI and OSL have a positive association with the level of impulse buying and variety seeking. However, CI is more strongly associated with impulse buying and OSL with variety seeking. Moreover, SM relates negatively with impulse buying and positively with variety seeking; it also moderates the influence of CI and OSL on both the behaviors in opposite directions. Finally, the article discusses the contribution of this research, its limitations and some directions for future research.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00086-1
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 3 (March)
    Pages: 276-283

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:3:p:276-283
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Ratner, Rebecca K & Kahn, Barbara E, 2002. " The Impact of Private versus Public Consumption on Variety-Seeking Behavior," Journal of Consumer Research, Oxford University Press, vol. 29(2), pages 246-57, September.
    2. Jinhee Choi & B. Kyu Kim & Incheol Choi & Youjae Yi, 2006. "Variety-Seeking Tendency in Choice for Others: Interpersonal and Intrapersonal Causes," Journal of Consumer Research, Oxford University Press, vol. 32(4), pages 590-595, 03.
    3. Rook, Dennis W, 1987. " The Buying Impulse," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 189-99, September.
    4. Kathleen D. Vohs & Ronald J. Faber, 2007. "Spent Resources: Self-Regulatory Resource Availability Affects Impulse Buying," Journal of Consumer Research, Oxford University Press, vol. 33(4), pages 537-547, 01.
    5. Jones, Michael A. & Reynolds, Kristy E. & Weun, Seungoog & Beatty, Sharon E., 2003. "The product-specific nature of impulse buying tendency," Journal of Business Research, Elsevier, vol. 56(7), pages 505-511, July.
    6. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 132-40, September.
    7. Ariely, Dan & Levav, Jonathan, 2000. " Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 279-90, December.
    8. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. " Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Oxford University Press, vol. 15(4), pages 473-81, March.
    9. Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 305-13, December.
    10. McAlister, Leigh & Pessemier, Edgar, 1982. " Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 311-22, December.
    11. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. " The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 434-48, December.
    12. Becherer, Richard C & Richard, Lawrence M, 1978. " Self-Monitoring as a Moderating Variable in Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 5(3), pages 159-62, December.
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