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Impulse purchasing: a qualitative exploration of the phenomenon

Impulse purchasing: a qualitative exploration of the phenomenon This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A study employing enabling techniques (including self scripts, laddering and pyramiding) demonstrated that interviewees were remarkably consistent in their descriptions of the impulse purchase experience. There were, however, variations of the behaviour which might form the basis of a classification scheme. Most studies have only focused on retail impulse buying. This study explored the subject across both retail and direct buying contexts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Impulse purchasing: a qualitative exploration of the phenomenon

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References (34)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522759810214271
Publisher site
See Article on Publisher Site

Abstract

This paper reviews the literature on unplanned purchasing and impulse purchasing in particular. Various definitions and explanations of the phenomena are examined. Because impulse purchasing may often be deemed socially undesirable, it is argued that a qualitative research approach is particularly appropriate in order to gain maximum insight. A study employing enabling techniques (including self scripts, laddering and pyramiding) demonstrated that interviewees were remarkably consistent in their descriptions of the impulse purchase experience. There were, however, variations of the behaviour which might form the basis of a classification scheme. Most studies have only focused on retail impulse buying. This study explored the subject across both retail and direct buying contexts.

Journal

Qualitative Market Research An International Journal – Emerald Publishing

Published: Aug 1, 1998

Keywords: Marketing research; Purchasing; Modelling; Consumer behaviour

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