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A multi‐method investigation of consumer motivations in impulse buying behavior

A multi‐method investigation of consumer motivations in impulse buying behavior 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

A multi‐method investigation of consumer motivations in impulse buying behavior

Journal of Consumer Marketing , Volume 17 (5): 24 – Sep 1, 2000

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References (30)

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 MarketingEmerald Publishing

Published: Sep 1, 2000

Keywords: Consumer marketing; Shopping

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