Gender differences in cognitive and affective impulse buying

Abstract

This research study assesses impulse buying in men and women. This study was undertaken to investigate the cognitive and affective differences in impulse buying with respect to gender." The purpose of this study was to compare men and women for differences in affective and cognitive processes associated with impulse buying behavior. It will further investigate the variations in terms of irresistible urge to buy, positive buying emotions, mood management, cognitive deliberation and unplanned buying. The data collected was primary in nature and was collected directly from the respondents. Major source was questionnaires and direct interviews. The sample size was one hundred respondents, out of which fifty were mail and fifty were female. Results suggest several implications for industry. Positive buying emotion and mood management were the most significant components of the affective process. Retailers should constantly work on creating a positive shopping environment. Point of purchase advertising is a key element to enhance impulsive buying among consumers. This goes for both small and large retailers. Ambiance and product shelf positioning can enhance impulse buying.