IDEAS home Printed from
   My bibliography  Save this paper

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


  • Huovinen, Pasi
  • Rouvinen, Petri


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

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. O'Guinn, Thomas C & Faber, Ronald J, 1989. " Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, Oxford University Press, vol. 16(2), pages 147-157, September.
    2. Feinberg, Richard A, 1986. " Credit Cards as Spending Facilitating Stimuli: A Conditioning Interpretation," Journal of Consumer Research, Oxford University Press, vol. 13(3), pages 348-356, December.
    3. Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 305-313, December.
    4. Hirschman, Elizabeth C, 1979. " Differences in Consumer Purchase Behavior by Credit Card Payment System," Journal of Consumer Research, Oxford University Press, vol. 6(1), pages 58-66, June.
    5. 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.
    6. Hirschman, Elizabeth C, 1992. " The Consciousness of Addiction: Toward a General Theory of Compulsive Consumption," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 155-179, September.
    7. Rook, Dennis W, 1987. " The Buying Impulse," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 189-199, September.
    8. Faber, Ronald J & O'Guinn, Thomas C, 1992. " A Clinical Screener for Compulsive Buying," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 459-469, December.
    Full references (including those not matched with items on IDEAS)

    More about this item


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

    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

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rif:dpaper:1126. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Kaija Hyvönen-Rajecki). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.