Investigating impulse buying and variety seeking: towards a general theory of Hedonic Purchase Behaviors

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aut.researcherMarshall, Roger
dc.contributor.authorMarshall, R
dc.contributor.authorSharma, P
dc.contributor.authorSivakumaran, B
dc.date.accessioned2012-01-27T22:05:56Z
dc.date.available2012-01-27T22:05:56Z
dc.date.copyright2006
dc.date.issued2006
dc.description.abstractAlthough impulse buying (IB) and variety seeking (VS) are both low-effort feelings-based behaviors with similar underlying psycho-social processes, there is no general theory to explain such hedonic purchase behaviors. This paper explores similarities and differences between these behaviors using a conceptual framework incorporating three relevant consumer traits – consumer impulsiveness, optimum stimulation level and self-monitoring. The findings from two studies across student and retail customer samples, show that consumer impulsiveness and optimum stimulation level influence both behaviors positively, whereas self-monitoring influences IB negatively and VS positively. Self-monitoring also moderates the influence of consumer impulsiveness and optimum stimulation level on purchase decisions, negatively for IB and positively for VS.
dc.identifier.citationAdvances in Consumer Research, vol.33 pp.388 - 389
dc.identifier.urihttps://hdl.handle.net/10292/3316
dc.publisherAssociation for Consumer Research
dc.relation.urihttp://www.acrwebsite.org/volumes/display.asp?id=12482
dc.rightsACR is not the publisher or author of any works posted on the Forum. It is a passive service for storage and dissemination of the works that ACR members may choose to post and distribute via the Forum. ACR does not screen works before they are posted, and no prior approval is required for posting. ACR disclaims all copyright and ownership in such works and all responsibility for them.
dc.rights.accessrightsOpenAccess
dc.subjectNo keywords
dc.titleInvestigating impulse buying and variety seeking: towards a general theory of Hedonic Purchase Behaviors
dc.typeJournal Article
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