Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

THEORETICAL BACKGROUND 
Hedonic value of impulse buying
Consumer research suggests that there are certain psychological benefits associated with buying in general 
and impulse buying in particular (Langer, 1983; Beatty & Farrell, 1998; Tice, Bratslavsky & Baumeister, 2001).
For example, empirical evidence suggests that emotionally distressed people are likely to yield to impulse buying to 
seek immediate gratification (Tice, Bratslavsky and Baumeister, 2001). Impulse buying is also found to be 
associated with positive affect rather than negative affect (Beatty & Farrell, 1998).
The notion of 
indeterminacy
offers a plausible explanation of the mechanisms underlying such 
psychological benefits of impulse buying. A consumption experience is believed to be indeterminate if how such 
experience unfolds is not determined in advance (Vosgerau, Wertenbroch, & Carmon, 2006). In a study comparing 
the experiences of watching a live or a taped sports match, Vosgerau, Wertenbroch and Carmon (2006) showed that 
indeterminate consumption experiences (e.g., watch an interesting sports match live) were associated with greater 
excitement/fun than equivalent determinate experiences (e.g., watch a taped broadcast of the same watch). This 
finding is in line with research suggesting that the ability to respond to opportunities in the environment requires 
action readiness that entails high level of arousal and hence, greater intensity of affective experience (Frijda, Kuipers 
& ter Schure, 1989). 
In keeping with this view, impulse buying can be seen as a largely indeterminate consumption experience 
as such buying is essentially an act on impulse. Consequently, a consumption episode unfolds itself as and when a 
consumer responds to the 
ad hoc
stimuli in the consumption environment rather than to a pre-determined shopping 

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