Is Impulse Purchasing Really a Useful Concept for Marketing Decisions?

David T. Kollat · Ronald P. Willett

141 citations0/0 files storedJournal of Marketing

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Impulse purchasing is an important aspect of customer in-store behavior as discussed in the previous article. The authors of this paper indicate that the concept, as presently employed, has limited usefulness as a basis for marketing decisions. They outline the problems marketers must confront in order to make the unplanned purchasing concept operational for marketing decisions.

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2001International airport influences on impulsive shopping: trait and normative approach 2010Impulse Buying 2010Impulse buying and variety seeking: Similarities and differences 2005Discretionary unplanned buying in consumer society 2016Impact of Store Atmosphere on Impulse Buying Behaviour: Moderating Effect of Demographic Variables 2023An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure 2021Consumer traits and situational factors: Exploring the consumer's online impulse buying in the pandemic time 2023Relationship between time pressure and consumers' impulsive buying—Role of perceived value and emotions

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