Objects, Decision Considerations and Self-Image in Men's and Women's Impulse Purchases

Objects, Decision Considerations and Self-Image in Men's and Women's Impulse Purchases


Abstract

In this paper, we propose and examine a social psychological model of impulse buying, which predicts that people intend to acquire material symbols of personal and social identity. Current theories in economics (e.g., discounting models), marketing (e.g., information-processing models) and psychology (e.g., addiction models) fail to explain underlying reasons for impulse buying and, crucially, why particular goods (e.g., clothes) are bought impulsively more than others (e.g., tools). If impulse purchases are attempts to bolster self-image, then consumers should differ systematically in the goods they impulse-buy, and their reasons for doing so, along important social categories, such as gender. Specifically, our theoretical model - drawing on a social constructionist model of material possessions (e.g., Dittmar, 1992) and symbolic self-completion (e.g. Wicklund and Gollwitzer, 1982) - leads to three sets of hypotheses: (i) some consumer durables are more likely to be bought on impulse than others, and there may be gender differences in object choices, (ii) gender differences will emerge in the buying considerations they use (e.g., functional, emotional, symbolic), and (iii) impulse-buy objects and decision considerations will be related systematically to (actual and ideal) self-perception. In addition, we expect that all three sets of hypotheses hold more strongly for individuals with greater tendencies towards compulsive shopping habits. These predictions are examined in a preliminary questionnaire study with a sample of British consumers (n=61), who attended an Open University residential summer school in Southern England. The results from diverse multivariate statistical analyses (MANOVA, multiple regression) support all three sets of hypotheses to a considerable extent. The implications of these findings are discussed with respect to economic and consumer theory, and the treatment offered to the increasing number of "addicted" shoppers.



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