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| Author: | Sharma, P. Sivakumaran, B. Marshall, R. |
| Title: | Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptual framework |
| Journal: | Journal of Marketing Management
2010 : MAY, VOL 26:5-6, p. 473-494 |
| Index terms: | consumer behaviour retailing shopping |
| Language: | eng |
| Abstract: | Although impulse buying and variety seeking share a common psychological origin - they are both based on feelings and require only low effort - their common psychological processes have not been much studied. This paper develops a conceptual framework that combines the discrepancies related to actual and optimal stimulation levels as drivers of these behaviors and self-monitoring as the moderator of interpersonal influences. It is found that lower stimulation induces exploratory urge, to which impulse buying and variety seeking response. In addition, consumers that have high levels of self-monitoring seem to be highly impulsive in private and seek more variety in public than low self-monitors. |
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