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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.
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