What is it about?
We provide evidence of two segments of impulse buyers in grocery stores. Innovative Shoppers purchase on impulse to satisfy their desire for novelty and variety, while Anxious Shoppers do so to escape negative moods.
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Why is it important?
The evidence for the dominance of anxiety and novelty/variety seeking as key motivators of distinct segments of impulse buyers in grocery stores is unique to this study. Results yield new insight on tension between the effects of motivational variables on the immediate impulse buying decision and post-purchase evaluation and add precision to marketers’ efforts to encourage spontaneous in-store decision-making.
Perspectives
Conducting this research was a fascinating journey of discovery, as we uncovered two very different impulse-buying segments driven by distinctive motivators and the interplay of related psychological constructs before, during, and after purchase.
Kenneth Lord
Eastern Michigan University
Read the Original
This page is a summary of: Impulsiveness in the grocery store: psychographic drivers and segments, Journal of Consumer Marketing, January 2023, Emerald,
DOI: 10.1108/jcm-06-2020-3909.
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