Normative Influences on Impulsive Buying Behavior

10 Pages Posted: 26 Aug 2014

See all articles by Dennis Rook

Dennis Rook

University of Southern California - Marshall School of Business

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: 1995

Abstract

Although consumer researchers have investigated impulse buying for nearly 50 years, almost no research has empirically examined its normative aspects. This article presents conceptual and empirical evidence that consumers' normative evaluations (i.e., judgments about the appropriateness of engaging in impulse buying behavior) moderate the relationship between the impulse buying trait and consumers' buying behaviors. Specifically, the relationship between the buying impulsiveness trait and related buying behaviors is significant only when consumers believe that acting on impulse is appropriate. The findings from two studies across student and retail customer samples converge and support the hypothesized moderating role of consumers' normative evaluations.

Keywords: impulse buying, Impulsiveness, norms, normative beliefs

Suggested Citation

Rook, Dennis and Fisher, Robert, Normative Influences on Impulsive Buying Behavior (1995). Journal of Consumer Research, Vol. 22, No. 3, 1995. Available at SSRN: https://ssrn.com/abstract=2275262

Dennis Rook (Contact Author)

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

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