Impulse shopping has been studied and reported on for at least 75 years in the academic press. Yet, there is still no clear or agreed-upon theory for why it occurs or among whom. In this study, a large number of consumers (big data) responded to an “I live for today because tomorrow is so uncertain” statement (a surrogate for impulsive purchasing) through a national US online survey. Demographic differences were used in a grounded theory approach to parse out differences among those reporting. Questionnaire findings were then combined with neural concepts such as relative preference and prospect theory to provide a potential solution to the “who is an impulse” buyer question. Managerial implications for the findings are included in the report.
|Title of host publication
|Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science
|Subtitle of host publication
|Proceedings of the Academy of Marketing Science
|Number of pages
|Published - 2017