Exploring Impulse Buying in Services Vs. Products – Towards a Common Conceptual Framework

Impulse buying has been studied extensively but mostly in the products context, despite the prevalence of services in modern consumers’ lives. This gap is addressed with conceptual framework incorporating several relevant constructs such as consumer impulsiveness, optimum stimulation level, and self-monitoring. Several hypotheses for differences between impulse buying in services vs. products are developed and tested using an empirical study with undergraduate students. Consumer impulsiveness and optimum stimulation level were both found positively associated with impulse buying in products and services; however the association of impulse buying with impulsiveness was stronger for products vs. services and vice versa for OSL. Moreover, self-monitoring had a greater negative association with impulse buying in services compared to products. Implications of these findings are discussed along with some limitations and directions for future research.


Piyush Sharma, Bharadhwaj Sivakumaran, and Roger Marshall (2009) ,"Exploring Impulse Buying in Services Vs. Products – Towards a Common Conceptual Framework", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 195-196.


Piyush Sharma, Hong Kong Polytechnic University, Hong Kong
Bharadhwaj Sivakumaran, Indian Institute of Technology Madras, India
Roger Marshall, Auckland University of Technology, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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