Deliberate Self-Indulgence Vs. Involuntary Loss of Self-Control: Exploring the Influence of Culture on Consumer Impulsiveness Trait

Impulse buying is a prevalent phenomenon world-wide and researchers have developed several scales to measure the consumer impulsiveness trait. However, many inherent complexities of this phenomenon remain unexplained. Moreover, recent studies in countries outside the US have used scales developed in the US and have not adequately addressed the issue of measurement equivalence of these scales across different cultures. Therefore, it is still not clear if impulse buying actually has the same meaning and implications for all consumers either within the same culture or even across different cultures. This gap is addressed with three studies. The first two studies explore the differences in component structures of the consumer impulsiveness construct between Singaporean and US respondents, to develop a modified scale to measure consumer impulsiveness trait. In the third study, confirmatory factor analysis is used to show that consumer impulsiveness trait has a two- dimensional structure for the individualistic respondents and three-dimensional for collectivists. Specifically, there is a clear distinction between deliberate self-indulgence and involuntary loss of self-control for collectivists but not for individualists.


Piyush Sharma, Bharadhwaj Sivakumaran, and Roger Marshall (2005) ,"Deliberate Self-Indulgence Vs. Involuntary Loss of Self-Control: Exploring the Influence of Culture on Consumer Impulsiveness Trait", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 593-594.


Piyush Sharma, Nanyang Business School, Singapore
Bharadhwaj Sivakumaran, Indian Institute of Technology, Chennai, India
Roger Marshall, Nanyang Business School, Singapore


E - European Advances in Consumer Research Volume 7 | 2005

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