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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0736-3761
- DOI
- 10.1108/07363760010341045
- Publisher site
- See Article on Publisher Site
Abstract
This study used both qualitative and quantitative data to test hypotheses related to consumers’ motivations to engage in impulse buying. A grounded theory approach was used to develop hypotheses from in‐depth interviews. These hypotheses were tested by the collection and analysis of survey data. Data support the theory that impulse buying is a common method of product selection, in part, because the shopping act and impulsive product selection provide hedonic rewards. Further information‐processing overload confounds product selection, reinforcing the rewards to be obtained from alternative section heuristics, like impulse buying.
Journal
Journal of Consumer Marketing – Emerald Publishing
Published: Sep 1, 2000
Keywords: Consumer marketing; Shopping