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Title: Exploring impulse buying and variety seeking by retail shoppers : towards a common conceptual framework
Authors: Sharma, P
Sivakumaran, B
Marshall, R
Keywords: Actual stimulation level
Consumer impulsiveness
Impulse buying
Optimum stimulation level
Variety seeking
Issue Date: 2010
Publisher: Routledge, Taylor & Francis Group
Source: Journal of marketing management, 2010, v. 26, no. 5-6, p. 473-494 How to cite?
Journal: Journal of marketing management 
Abstract: Impulse buying and variety seeking are both low-effort feelings-based behaviours with similar psychological origins. However, there is little research exploring the common sociopsychological processes regulating these behaviours. This gap is addressed with a conceptual framework incorporating the discrepancy between actual and optimum stimulation levels as the driver of both the behaviours, and self-monitoring as the moderator of interpersonal influences on these. Findings from a field-survey-based study with retail shoppers show that both the behaviours are responses to exploratory urges triggered by lower stimulation levels. Moreover, high self-monitors exhibit greater impulsiveness in private and seek greater variety in public compared to lowself-monitors. The paper concludes with a discussion on its conceptual and managerial contribution along with some of its limitations and directions for future research.
ISSN: 0267-257X
EISSN: 1472-1376
DOI: 10.1080/02672570903485097
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