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

 
2007 Annual International CHRIE Conference & Exposition 
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list. Compared to planned purchases, impulse buying possesses a property of indeterminacy and hence inherent 
hedonic values due to higher level of arousal and greater fun/pleasure it generates. Such “built in” indeterminacy of 
impulse buying implies that subjective experience of positive affect such as pleasure and fun is almost an 
involuntary and automatic response. Therefore, we postulate that so far as a consumer’s long-term goals are not 
severely jeopardized, impulse buying is a hedonically charged consumption experience and greater pleasure is 
experienced through such highly indeterminate buying. The hypothesis is summarized as below:
H1: Greater buying impulsiveness is associated with greater pleasure experienced from such buying.