IMPULSIVE PURCHASE EXPERIENCE: CONCEPTUAL CLARIFICATION AND MEASUREMENT PROBLEMS
The main purpose of this article is to provide basic elements that characterize impulse buying. Despite the importance of researchs on impulsive purchasing behavior, problems of conceptual clarification persist. After a presentation of previous works that were interested in its d...
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| Format: | Article |
| Language: | English |
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Université Mohammed V de Rabat
2020-12-01
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| Series: | Revue Marocaine de Recherche en Management et Marketing |
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| Online Access: | https://revues.imist.ma/index.php/REMAREM/article/view/22082/11872 |
| Summary: | The main purpose of this article is to provide basic elements that characterize impulse buying. Despite the importance of researchs on impulsive purchasing behavior, problems of conceptual clarification persist. After a presentation of previous works that were interested in its definition, we will highlight the specific properties of impulse buying that could be able to clarify this concept and make it easier to measure.Thereby, the purpose pf this article is to present all of the approaches that have examined the study of impulsive purchasing behavior. In this sense, particular attention will be paid to the emotinal approach which brings more complementarity with other currents. Our orientation towards the emotional flow of consumer behavior will lead us to treat purchasing as an experience. Of course, the point of sale visit is primarily an experience because of the hedonic benefits it provides. Today’s retail outlets have become an attraction for the pursuit of hedonic gratification and pleasure. Thus, concepts such as purchasing experience, symbolism, subjectivity and hedonism will be the leitmotifs of this article. The main objective of this work will therefore be: the delineation of the concept of impulsive buying through the presentation of a conceptual framework to highlight the evolution of the study of impulsive buying |
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| ISSN: | 2028-5175 2458-665X |