The Problem Of Impulse Buying Essay

The Problem Of Impulse Buying Essay

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Introduction
The phenomenon of impulse buying is becoming increasingly commonplace in developed countries. Our culture of consumption makes us less likely to resist temptation and consider the consequences before purchasing things. The impacts could be varied dramatically depended on where it takes place. For instance, the things that you purchase impulsively could be a bar of chocolate; however, it could also be a Louis Vuitton handbag and the consequences would be much severe. Hence, a lot of researchers are interested in studying the causes of this phenomenon in terms of different parameters such as age and gender. In relation to gender, researchers attempted to find whether there will be a gender difference in impulse buying and the possible reasons behind it.

Key terms
Impulse buying
- can be described as having a strong and sudden desire to buy a product which one did not intend to buy and doing so without much thinking (Rook & Fisher,1995).
Hedonic consumption
- is defined as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of one’s experience with products (Hirschman & Holbrook,1982).

Discussion
Many studies have suggested that there is a gender difference when it comes to impulse buying (Dittmar, Beattie, & Friese, 1996; Coley & Burgess, 2003). Women are more likely to experience impulsive purchase than men and nearly nine in ten individuals who are classified as compulsive (extreme impulse) buyers are female (Coley & Burgess, 2003; Dittmar, 2005). According to the large research (Tifferet & Herstein, 2012), they attempted to find out whether there is a gender difference in impulse buying through the impulsive trait scale. 257 subjects, 153 males and 104 females, were ...


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... concern? An examination of gender, age, and endorsement of materialistic values as predictors. British Journal of Psychology, 96(4), 467-491. doi: 10.1348/000712605X53533
Dittmar, H., Beattie, J., & Friese, S. (1996). Objects, decision considerations and self-image in men 's and women 's impulse purchases. Acta Psychologica, 93(1), 187-206. doi: 10.1016/0001-6918(96)00019-4
Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.
Rook, D. W. & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.doi: 10.1086/209452
Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product & Brand Management, 21(3), 176-182. doi: 10.1108/10610421211228793

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