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

 
2007 Annual International CHRIE Conference & Exposition 
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suggesting the two conflicting affective reactions were similar in magnitude and of moderate intensity.
Accordingly, the affective ambivalence scores were derived using the formula (P + N)/2 - |P-N|.
Cognitive evaluation.
Derived from Rook and Fisher’s 1995 study, a four-item seven-point scale was used to 
measure respondents’ assessment about appropriateness of buying something on impulse. After respondents had 
made their choices, they were told that the protagonist chose the most impulsive alternative (option 5) and they were 
asked to evaluate this behavior based on the scales anchored by “rational (1)/crazy(7)”, “agreeable(1)/disagreeable”, 
“acceptable(1)/unacceptable(7)”, and “weak(1)/strong(7)”.
Impulse buying tendency.
Impulse buying is often conceptualized in the consumer literature as a trait-based 
individual difference (e.g. Beatty & Farrell, 1998; Kacen & Lee, 2002). To control for the trait-based variation in 
the results, impulse buying tendency was measured using the seven-item scale adapted from Beatty and Farrell 
(1998) and Karcen and Lee (2002). The Cronbach alpha for this scale was 0.88. An index of impulse buying 
tendency was obtained and served as a control variable in all the data analyses.