Impulse buying is a common behavior today. Our society of consumption sucks us into temptation to purchase items without thinking of the consequences which can be a negative thing. Impulse buying can be related to feelings of happiness and satisfaction or depression and anxiety. Its negative effects could affect bad consequences to one’s lifestyle and controlling ones impulse buying behavior could improve psychological well-being. To understand impulse buying behavior, we should first ask ourselves “what motivates impulse buying?” Previous research that has been conducted have found out that consumers in a happy mood have made impulse purchases and does not affect their mood but uplift it more. In other cases, impulse purchases are made in moderation to avoid unhappiness as “pick me up treats” to feel better. Impulse purchases can have negative consequences. However, if impulse buying do not affect financial stability, it should not be an issue. Understanding consumer consumers’ affective and cognitive experiences during impulse purchases can explain consumer behavior and buying patterns. The purpose of this study is to determine the relationship between mood and impulse buying. Literature Review There are many factors that influence impulse buying behavior. There is the complexity of affective and cognitive processes that are involved in the decision making of making a purchase without intention of doing so. Most research has concentrated on defining the concept and
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According to Dawson et al. (1990), consumers’ moods or emotions are considered as situational variables which affect their purchase behavior. Using SOR model, Abdolvand et al.,(2011) examined the effects of individual and situational factors on impulsive buying behavior of the consumers. Also they have studied the effect of mood on consumers’ impulsive behavior.
Consumer behavior is an elaborate part of marketing, without it marketing would not be entirety. The human conduct is perplexing, loaded with discussions and inconsistencies, does not shock anyone to marketing academicians and in addition practioners, consumer behavior is no special case, against the background of far reaching acknowledgement of consumer behavior just like the way to contemporary marketing success (Demirdjian & Mokatsian, 2014). Some consumer behaviors are profoundly established, for example, outside habitations, for example shopper’s way of life, home life, demographics, and economic wellbeing. Other inside elements, for example, feelings, demeanors, observations, recollections, and learning are pliable characteristics that have the ability to influence in another direction. Inspiration, observation, learning, convictions, states of mind, and so on all have been utilized as part of clarifying why the consumer behaves on the way he or she does, ideas, for example, social observations, social impact, social prizes, companion weight, expressive gestures, social approvals, and so forth all shed light on the puzzles of consumer behavior (Demirdjian & Mokatsian, 2014).
The fundamental factors that were identified to develop the psychological processes include perception, learning, memory, thinking, emotion and motivation (Sternberg 1996). Following the structure of the SOR model, Howard first (1969) proposed the consumer decision-making model (Richarme, M., 2005), which was further developed to be the ‘Theory of Buyer Behaviour’ (Howard et al., 1973). The model considered environment stimulus as variables impacting consumes, and was triggered from various sources. These inputs included core elements of products such as price, quality that the buyer truly confronts (Loudon et al., 1993) as well as symbolic stimuli resulted from advertising. Besides, social stimuli including family, peer and other reference groups also influence consumers before entering the decision process (Foxall 1990). In contrast, Engel et al (1995) did not focus on environmental factors, but paid more attention to the hypothetical construction of the decision process that was the main organism being influenced by inputs. The entire organism was structured around a seven-point decision process: need recognition followed by an internally and externally information search, the evaluation of alternatives, purchase, post purchase reflection and disposal. Aligning with Howard (1973), mainly two factors significantly affected these decisions. First, market stimuli affected consumer’s information process which was
Another commonality amongst our findings was that we found most people question their purchases after they’ve been bought. Regardless of the item, whether it is a fishing rod or makeup, almost all of our interviewees all mentioned having a feeling of guilt for purchasing an impulse buy that was stimulated from a selfie used in marketing.
To begin with, companies misuse the standards of today to cause consumers to become impulse buyers. In a way, these companies are controlling how we act and saying how we should act. According to Alain Sampson in Seven Reasons Why Were Irrational Shoppers, “One study found that impulsive buyers tend to react more to external triggers—including advertisements, visual product
According to Lim, Lee, & Pedersen (2010), based on schema theory, advertising researchers have pursued to measure the effectiveness of corresponding advertisement message type and product type. It is generally recognized that watching MMA program as consuming a hedonic product. They also insisted that emotional experience play a significant role in consuming for hedonic items (e.g., watching a movie, joining exercise) since emotional thinking and sensory stimulation are mainly used with low level of cognitive thinking. The hedonic paradigm is significant since it enables individuals’ experimental traits (e.g., pleasure, excitement) to be measured to gather advanced information about the emotions which lead their consumption and consumption attitude (Hirschman and Holbrook, 1982). Among diverse experimental factors, Ladhari (2007) has revealed that pleasure and arousal are main factors and relevant with consumer behavior. Prior literatures have also demonstrated that attitude toward and response to hedonic value can be affected by pleasure and arousal (Yu¨ksel, 2007). It is also proved that pleasure and arousal have impacted on purchasing satisfaction (Machleit & Wilson, 1988) and individuals’ attitudes toward ads (Yoo & Maclnnis,
The buying process begins when consumers recognize that they have an unmet need. This occurs when consumers realize that there is a discrepancy between their existing situation and their desired situation. Consumers can recognize needs in a variety of settings and situations. Some needs have their basis in internal stimuli such as hunger, thirst, and fatigue. Other needs have their basis in external stimuli such as advertising, window shopping, interacting with salespeople, or talking with friends and family.
Consumers have certain behavioral tendencies when faced in certain situations. In Why We Buy, the author Paco Underhill details certain behavioral characteristics people tend to have in different types of retail stores. Many consumers don’t think about what their actions mean when checking out or buying products. But to Mr. Underhill, the gender of the person, the people they’re with, the amount of times the person touches an object, the amount of time spent on checking a particular product, the time they came in, and the time they leave, all factor into a database to determine different behavioral trend consumers have. It is these trends that they find in order to correct a problem a store or retailer didn’t know they have to increase sales and create a better flow in the store environment.
In studies that characterize people as enthusiastic purchasers, the rate of females extents from 74% (Hanley & Wilhelm, 1992) to more than 93% (Black, Repertinger, Gaffney, & Gabel, 1998), with the dominant part reporting around 90%. In research that analyzes persistent scores on Compulsive purchasing scales, females commonly score fundamentally higher than men (Scherhorn, Reisch, & Raab, 1990), albeit one study demonstrated that females in their late twenties scored just somewhat higher than men (Magee, 1994), and a study on teenagers neglected to discover any gender differences contrasts (Roberts & Tanner, 2000). In this way, are very powerless against urgent purchasing, in spite of the fact that gender differences contrasts may be less proclaimed in youthful examples. A study by Garce's Prieto (2002) on a sample of Scottish teenagers found that they were more likely to engage in compulsive buying behaviors due to the fact that they were affected by TV commercials to a great extent. Other factors that seem to play a role in extreme consuming behaviors are financial related, such as individual’s income. It seems that credit cards facilitates spending more money and contribute to wasting huge amounts of money that do not actually exist. Income combined with social class has been found linked to unlimited buying choices, not only materialistic reasons but also for psychological (Dittmar,
Affective motives deal with the need to reach satisfying feeling states and to obtain personal goals (Hawkins, 2010). Another shopping situation on my personal consumption is line 15 page 2, April 14, 2012, my family on an impulse spent $143.07 dollars on recreational products. Even after this shopping situation, I could not understand how or why I allowed my family that is trying to save money spend so much of it. However slowly understanding our purchasing behaviors, I can understand that it relates to the need for tension reduction and some hedonic shopping motives. People encounter situations in their daily lives that create uncomfortable levels of stress. In order to effectively manage tension and stress, people are motivated to seek ways to reduce arousal. Recreational products and activities are often promoted in terms of tension relief (Hawkins, 2010). After closely observations of my consumption journal, I think most of our purchasing
This paper will cover the study of behavioral economics and its effect in consumer decision-making. The impact of human factors, importance of making rational decisions, and how all this ties into the economic market will be discussed in the report. This paper will include models, tables, and real world examples of a decision making process as it relates to behavioral economics and consumer buying process. The usefulness of the utility theory will be illustrated as an example pertaining to consumer behavior. The findings will show how consumer rational is
According to a study called, The influence of advertising on compulsive buying – The role of persuasion knowledge by Kalina Mikołajczak-Degrauwe and Malaika Brengman. There is growing concern for over compulsive buying among consumers all over the world that has led to vast amounts of research. In the past, the focus of previous research mainly examining the internal, psychological factors contributing to compulsive buying.
Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With
Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.