Internal cues include respondents positive and negative feeling states. Additionally, this study identifies several different types of internal states and environmental/ sensory stimuli that serve as cues for triggering impulse buying. This study looks at the relationship between impulse buying tendencies and three general personality traits Clack of control, stress reaction, and absorption. Less effort has been directed toward determining the factors that underlie the tendency to buy impulsively. Much of the work on impulse buying has been concerned with defining and measuring the concept. IMPULSE BUYING: ITS RELATION TO PERSONALITY TRAITS AND CUES Meyer, Provo, UT : Association for Consumer Research, Pages: 179-185.Īdvances in Consumer Research VolPages 179-185 Faber (2000) ,"Impulse Buying: Its Relation to Personality Traits and Cues", in NA - Advances in Consumer Research Volume 27, eds. Relationships between the three personality traits and specific impulse buying cues are also examined, along with differences among high and low impulse buyers in their sensitivity to various cues. Environmental/sensory cues encompass atmospheric cues in retail settings, marketer-controlled cues, and marketing mix stimuli. This study looks at the relationship between impulse buying tendencies and three general personality traitsClack of control, stress reaction, and absorption. Keywords: Impulse Buying, Post-purchase Regret, Grocery, Cognitive Dissonance.ABSTRACT - Much of the work on impulse buying has been concerned with defining and measuring the concept. Also very few studies have shown how the post-purchase regret changes with the change in demographics (gender and income). This will show directions to make strategies for low involvement products. This article shows that we cannot generalize consumer behaviour (without including the factors in that context) because decision making and the buying behaviour gets limited. Originality / Value – Grocery shopping will help us in understanding the causes and how the consumption behaviour of the population changes. Hence this relationship may be taken as weak superseding significant correlation. The square of correlation coefficient will be less than 0.5 which indicates a weak relationship between the two. Although the correlation coefficient between impulse buying and post-purchase regret (0.150) is significant, the magnitude is very less. As per theory, it is expected that those individuals who are more impulsive will experience greater post-purchase regret after impulse purchase than the individuals who are less impulsive. It also shows that post-purchase regret changes with the change in income. Findings – The hypothesis tested shows that there is a positive relationship between post-purchase regret and impulse purchase. As grocery shopping differs from the other types of shopping, some particular variations are explored.
The instrument measures the constructs of post-purchase regret and the impulse buying. The sample is drawn from the individuals who visited Reliance Fresh and Big Baazar (two important retail chains in India). Design / Methodology/ Approach – Exploratory analysis using quantitative approach is employed. Purpose – The aim of this paper is to study the relationship between impulse buying and post-purchase regret in the context of grocery products which requires low involvement.
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