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Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations

Authors


Astrid G. Herabadi, Faculty of Psychology, Atma Jaya Catholic University, Jalan Jenderal Sudirman 51, Jakarta 12930, Indonesia. Email: astrid.gisela@atmajaya.ac.id

Abstract

Two studies focused on impulsive purchase experiences. Feelings, considerations and ratings of purchase impulsiveness were measured with respect to a recent purchase by means of interviews immediately after the purchase in the shopping environment (Study 1) and through shopping diaries (Study 2). Feelings and considerations were measured by open-ended questions, which yielded a wide range of responses in each category. These responses were subjected to multidimensional scaling. The results demonstrated a high versus low arousal dimension of positive emotions and a hedonic versus utilitarian dimension of considerations. Emotions and considerations were predicted by general impulse-buying tendency, and were related to the experience of impulsive purchases. In Study 2, impulse buying tendency was measured 2 months earlier. Structural equation modelling confirmed a model in which general impulse buying tendency predicts the feelings and considerations in the purchase environment, which in turn, determine the experience of making an impulsive purchase.

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