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

 

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2007 Annual International CHRIE Conference & Exposition 
256
METHOD 
Stimuli materials 
The objective of this study is to examine the affective ambivalence associated with the impulse buying 
consumption experience. Two commonly used scenarios in previous impulse buying research were adapted in this 
study (e.g., Rook & Fisher, 1995; Luo, 2005; Dholakia, Gopinath, Bagozzi & Nataraajan, 2006). The scenario 
described either a cheesecake impulse buying situation (Dholakia et al., 2006) or a sweater impulse buying situation 
(Rook & Fisher, 1995; Luo, 2005).