The Varied Impact of Impulsivity and Situation Factors on Impulse Buying in Emerging Markets: An Extended Abstract

Impulsivity has been established as a key trait that explains consumer impulse buying behavior (e.g., Hoch and Loewenstein 1991). The psychological trait of impulsivity is often invoked in research that attempts to understand why consumer actions are often seemingly irrational. Yet few studies have investigated the multidimensional construct of impulsivity itself, the triggers affecting it, and the extent to which it persists across cultural boundaries. This paper examines how the varied dimensions of impulsivity are triggered by the cultural environment and how the interactions of marketing stimuli and internal emotions lead to impulse buying (IB) in different country contexts.