Abstract:
The goal of this study was to study impulsive buying behavior in males and
females with reference to difference in their affective and cognitive mental
components from the age group 18-28. There were 100 participants who were
chosen for this research. The data was analyzed using mean as a measure of
acceptance of the query, males and females were seen to differ significantly as a
result of the research females were found to have more tendency of irresistible urge
to buy, positive buying emotion and mood management and cognitive deliberation
and unplanned buying.
