Are impulsive buying and brand switching satisfactory and emotional?

Research output: Contribution to conferencePaper

Abstract

This study draws attention to a common concern about buying impulsiveness, by investigating this phenomenon in relation to satisfaction, emotion and the tendency to switch brand. A survey among 287 respondents who were randomly invited was analyzed using structural equation modelling with three different analytical models. Results show that the specific predisposition of getting emotionally involved does not encourage either the emotion-laden impulsive buying behaviour or the exploratory behaviour of switching brand. However, the trait does moderate the satisfactory likelihood of switching brand.
Original languageEnglish
Publication statusPublished - 2011
EventAcademy of Marketing - University of Liverpool, Liverpool, United Kingdom
Duration: 5 Jul 20117 Jul 2011

Conference

ConferenceAcademy of Marketing
CountryUnited Kingdom
CityLiverpool
Period5/07/117/07/11

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