Overview of impulse purchasing literature in marketing and psychology.

2. Rook and Fisher 1995“There has been little consensus on what impulse purchasing actually is.” (Rook 1987) John Dinsmore, dinsmojb@mail.uc.edu, Slide 1

4. “Remembering that one needs a gallon of milk or some toilet paper does not commonly involve truly impulsive behavior.” (Stern 1962)

5. “Unintended and unplanned. . . not sufficient basis for categorizing a purchase as impulse” (Rook 1987)

6. “impulsiveness” was not associated with impulse purchasing (Kollat & Willet 1967)

7. Choices made without considering long term interests (Stigler and Becker 1977)

8. Quick response to stimulus without deliberation and evaluation of consequences (Buss & Plomin 1975)John Dinsmore, dinsmojb@mail.uc.edu, Slide 2

9. “Impulse Purchase”: Dissonance “Impulse buying is a sudden and immediate purchase with no pre-shopping intentions either to buy the specific product category or to fulfill a specific buying task. The behavior occurs after experiencing an urge to buy and it tends to be spontaneous and without a lot of reflection (i.e., it is “impulsive”). It does not include the purchase of a simple reminder item, which is an item that is simply out of stock at home.” (Beatty, Ferrell 1998) John Dinsmore, dinsmojb@mail.uc.edu, Slide 3

10. “Impulse Purchase”: Dissonance “a sudden spontaneous inclination or incitement to some usually unpremeditated action” —Merriam-Webster’s Medical Dictionary an unpremeditated Purchase “Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately.”(Rook 1987) John Dinsmore, dinsmojb@mail.uc.edu, Slide 4

11. Why Do We Care @ Impulse Purchasing?

13. Entire industries based on impulse purchases

14. Home shopping (Rayport et al. 2005)

15. QVC—70% of their $4 billion business are channel surfers

16. 3rd Largest TV Network by Revenue

17. Infomercials

18. 38.7% of all department store purchases bought on impulse (Bellenger 1978)

19. Given high fixed cost structures of retailers, impulse shopping makes all the difference

20. Impulse control disorders involving shoppingJohn Dinsmore, dinsmojb@mail.uc.edu, Slide 6

22. What Do We Know @ Impulse Purchasing? General Attributes Internal Factors (Affect) External Factors (Stimuli) Purchasing Impulse Generation Impulse Purchase Regulation

24. immediate (Barratt 1985)

25. a “distinguishing personality trait” (Rook and Gardner 1993)

26. this trait is stable and consistent (Allport 1937, Rook and Fisher 1995)

27. more emotional than rational. (Weinberg et al. 1982)

28. “directly stimulus-controlled, reactive behavior” (Kroeber-Riel 1980)

29. “hedonically complex”. . . “promotes emotional conflict”. . . “diminishes regard for consequences” (Rook 1987)

30. self reinforcing (Hoch & Lowenstein 1991)John Dinsmore, dinsmojb@mail.uc.edu, Slide 9

32. Resulting from Emotional & Behavioral Activation

33. “more amused, more delighted and more enthusiastic than nonbuyers.”

34. Galvanic skin reaction (GSR) showed IPers had different body language, posture

35. 75% of shoppers feel better after an impulse purchase, 8% feel worse (Rook and Gardner 1992)John Dinsmore, dinsmojb@mail.uc.edu, Slide 10

37. encourages approach behavior which in turn encourages people to reward themselves (Cunningham 1979)

38. also encourages overspending (Donovan and Rossiter 1982)

39. Gender

40. There is a gender difference (Coley 2003) for impulse purchases with regard to:

41. items purchased

42. affective traits

43. impulse management

44. cognitive processJohn Dinsmore, dinsmojb@mail.uc.edu, Slide 11

46. IP a function of time shopping (Belk 1975)

47. Time a function of product involvement (Bloch et al 1986)

48. and knowledge of store/environment (Bettman 1979)

49. Longer is better. . . to a point (Singh et al. 2000)John Dinsmore, dinsmojb@mail.uc.edu, Slide 12

51. Perceived “extra money” had only marginal association with impulse purchases (p<.06) (Jeon 1990)

52. Number of items purchased, the more impulse purchases (Kollat & Willet 1967)

53. Also found longer someone married (could covary with age, affluence, family size etc.)

54. Demonstrations, Personal Interaction (Singh et al. 2000)

55. Mowrer’sAffective Feedback Theory (Mowrer 1960): Demos cause empathy

56. Smith & Swinyard’s Integrated Information Response Model (1982): Direct experience leads to information acceptance, belief & commitment

57. Promotional stimuli (sales, displays, etc.)John Dinsmore, dinsmojb@mail.uc.edu, Slide 13

59. Competing stimuli can “interrupt” the impulse purchase (Bettman 1979)

60. Stated Attitude: Those who profess to disapprove of impulse purchases no less likely to make impulse purchase (Rook and Fisher 1995)

61. Consumers less likely to make impulse purchases when the purchasing is socially visible John Dinsmore, dinsmojb@mail.uc.edu, Slide 14

62. Are Purchasing Impulses Like Other Impulses? Impulsivity Studies in Psychology Impulse Studies in Neurology Impulse Control Disorders

64. Competition between the pleasure principle and the reality principle (Freud 1911)

65. Impulsive behaviors usually coexist (Petry 2000)

66. Three factors consistent in major impulsivity scales: Impulse control, novelty seeking & time orientation

67. Other factors include orientation to the present, inability to delay gratification, lack of inhibition, risk taking, sensation seeking, boredom proneness, reward sensitivity, hedonism, poor planning

68. Impulse gratification is often an attempt at affect regulation (Tice 2001)

69. Moderated by belief that giving into the impulse will change their moodJohn Dinsmore, dinsmojb@mail.uc.edu, Slide 16

71. Gray (1972, 1981) Theory of Brain Functions & Behavior

72. Two dimensions of personality: anxiety (BIS) and impulsivity (BAS)

73. Reward seeking, goal-directed

74. Affective response to cues of impending reward

75. No consensus in how to measure BIS and BAS in people (Carver 1994)

76. Ego Depletion (Baumeister 1998)

77. Distress spurs cognitive process, diminishing regulatory resources (Clore, Schwartz, Conway 1994)John Dinsmore, dinsmojb@mail.uc.edu, Slide 17

79. Immediate rewards processed by limbic system (also distributes dopamine)

80. Delayed rewards processed by prefrontal cortex and parietal cortex

81. Dopamine Study on Impulsivity (Holman 2009)

82. Trial of drug Pramipexole for Fibromyalgia

83. Of the 1356 people in trial,

84. 21 (18 women, 3 men) were identified with compulsive gambling, shopping or bothJohn Dinsmore, dinsmojb@mail.uc.edu, Slide 18

86. Acts hoped to alleviate tension, anxiety or discomfort aroused by obtrusive thought or obsession.

87. At early stage, provides relief from stress (Salzman 1981)John Dinsmore, dinsmojb@mail.uc.edu, Slide 19

88. Impulse: Impulse/Compulsivity Continuum Repetition: High Regulation Function: Low Fantasizing: Frequent Priorities: Fluid Affect: Volatile Cognition: Impaired Long-Term Consequences: Negative Dysfunctional State Compulsion Addiction Impulse Spontaneous mental call to action marked by some sense of urgency Impulse Purchase Repetition: Low Regulation Function: Normal-High Fantasizing: Low or Isolated Priorities: Consistent Affect: Consistent Cognition: Normal Long-Term Consequences: Negligible to Positive Functional State John Dinsmore, dinsmojb@mail.uc.edu, Slide 20

90. Seen in other compulsive behaviors as well—drugs, alcohol, gambling (Segal 1976)

91. Most consistent finding across compulsive behaviors is low self esteem (Marlatt et al 1988)

92. Compulsive buyers buy for the buying process itself (O’Guinn & Faber 1989)John Dinsmore, dinsmojb@mail.uc.edu, Slide 21

95. Non-obese identify hunger correctly 71.6% of the time, non-obese 47.6% of the time

96. Obese and normal subject do not refer to same bodily state when they say hunger

97. Clock experiment (Schachter, Goldman, Gordon, 1968)

98. Obese patients ate as much, sometimes more when they were full (p<.05)

99. Obese patients responded to time of day

100. Yom Kipur Experiment (Goldman, Jaffa and Schachter 1968)

101. 296 Practicing Jewish College Students

102. 83.3% of obese students fasted

103. Correlation of hours in synagogue to perceived unpleasantness of fasting: -.50 (P=.03)

104. 68.8% of non-obese fasted

105. Correlation of hours in synagogue to perceived unpleasantness of fasting: -.18 (P=.03)John Dinsmore, dinsmojb@mail.uc.edu, Slide 23

107. Impulsivity measures are highly subjective and “treat impulsivity as a global, undifferentiated concept.” (Carrillo-de-la-Pena et. al., 1993)

108. There is no accepted definition or measure of impulsivity and is “likely best treated as a multi-dimensional construct” (Harmstead & Lester, 2000)John Dinsmore, dinsmojb@mail.uc.edu, Slide 24

110. Barratt Impulsivity Scale*

111. Carver and White (1994) BIS/BAS Scales

112. CloningerScale

113. EASI-III Impulsivity Scale

114. Eyesenckand Eyesenck (1978) Subcomponents of Impulsivity

115. GZTS Restraint, Thoughtfulness and General Activity Scales

116. I-5 & I-7 Impulsivity Scale

117. Kagan’sMathcing Familiar Figures Test (1966)

118. Patton, Stanford & Barratt (1995), Three Main Subtraits of Impulsiveness

119. PRF Impulsivity Scale

120. Quilty& Oakman’s Assessment of Behavioral Activation (2003)

121. Sensation Seeking Scale*

122. The SSS MMPI Items

123. Torrubia, Ávilab, Moltóband Caseras: Sensitivity to Punishment/Reward Scales

124. Whiteside & Lynam (2001) Four Factors of ImpulsivityJohn Dinsmore, dinsmojb@mail.uc.edu, Slide 25

126. Puri1986

127. Rook and Fisher 1995

128. Rook and Gardner 1993

129. Weunet al. 1998

130. Trouble-shooting these scales

131. Impulsive behavior can be the result of:

132. being too impulsive

133. having too little inhibition

134. both

135. Gray argued there are multiple types of impulsivity (Gray 1983)John Dinsmore, dinsmojb@mail.uc.edu, Slide 26