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IMPULSIVE CONSUMERS BEHAVIOR UNDER THE CONDITIONS OF COGNITIVE RESOURCES LIMITEDNESS
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IMPULSIVE CONSUMERS BEHAVIOR UNDER THE CONDITIONS OF COGNITIVE RESOURCES LIMITEDNESS
Annotation
PII
S0205-95920000616-4-1
Publication type
Article
Status
Published
Authors
Rebzuev B. 
Abstract
The model according to which impulsive purchase is the result of spontaneously arising affective reaction in situation when cognitive resources necessary for processing information about goods are limited is verifi ed. Conditions of purchasers choice resulting in cognitive recourses limitedness were studied in three experiments; subjects were asked to choose products in real shop. It was revealed that participants experience more strong purchasing impulses and/or frequently perform impulsive purchases when they did not fi nd products with necessary characteristics or with desired brands in the shop (experiment 1, n = 52); when there were enough variants of necessary product or these variants were relatively unknown to them (experiment 2, n = 52); when it was important to choose the best product and they were certain about their ability to make a right choice (experiment 3, n = 52).
Keywords
Impulsive consumers' behavior, consumer impulse, impulsive purchase, information processing, purchaser choice, evaluation of goods, frustration of purchaser intention
Date of publication
03.03.2012
Number of purchasers
1
Views
558
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0.0 (0 votes)
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