Footnote:
In: 3rd CROMAR Congress Marketing in a Dynamic Environment - Academic and Practical Insights, Congress proceedings, Grbac, B., Lončarić, D., Dlačić, J.(ed), 2013
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2013 erstellt
Description:
The impulsive buying behavior is a phenomenon that made variety of researchers engaged with inconsistent research findings. This paper offers the review of the research on impulsive buying behavior summarized in three waves of research. The first wave of research was focused on identifying and acknowledging that impulsive buying behaviour is a complex phenomenon with a number of key characteristics. The key elements in each impulsive buying behavior are: purchase being unplanned, difficult to control, and accompanied by an emotional response. The contribution of the second wave of research was mainly in realizing the powerful combination of both rational and emotional side of every impulsive buying behavior. Impulsive buying stresses the consumers urge to buy something immediately. The impulsive to buy is hedonically complex and may stimulate emotional conflict. Also, impulsive buying is prone to occur with diminished regard for its consequences.The third wave of research spread the interest in several directions, diverging and again opening the scenery for a variety of different paths to perform research. It brings the research back to the field of marketing. The paper concludes with; the questions that could be raised in future research according to the three waves of research and a suggestion of refreshing strategic perspective offering a typology based on ideal, normative, standard and impulsive customer buying behaviour