2007 Annual International CHRIE Conference & Exposition
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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).
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