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The role of self-esteem, negative affect and normative influence in impulse buying: A study from India

Nirmalya Bandyopadhyay (Indian Institute of Management Rohtak, Rohtak, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 6 June 2016

3992

Abstract

Purpose

The purpose of this paper is to empirically examine the roles of self-esteem (SE), negative affect (NA), and consumer susceptibility to normative influence in the enactment of impulse buying behavior.

Design/methodology/approach

A theoretical model is developed through an extensive review of literature. Survey research is conducted to collect the data from respondents. Structural equation modeling is performed to test the model and the hypotheses.

Findings

The outcome of the study reveals that the act of impulsive buying is preceded by buying impulse (BI). BI is positively influenced by consumer susceptibility to normative influence and impulsive buying tendency (IBT). SE influences the generation of BI partially mediated by IBT.

Research limitations/implications

The study is limited in its generalizability in terms of its geographic location, culture, and the context of product categories.

Practical implications

The findings of the study have practical implications in developing marketing communications, merchandising, and personal selling strategies.

Originality/value

In view of the contradictory empirical evidences in extant literature regarding the role NA the present study re-examines whether NA influences impulse buying. The study, conducted in the field setting also ascertains the external validity of the findings not tested in the prior research. Furthermore, in light of psychology literature, the relationship between SE and IBT was hypothesized and empirically established in the present study.

Keywords

Citation

Bandyopadhyay, N. (2016), "The role of self-esteem, negative affect and normative influence in impulse buying: A study from India", Marketing Intelligence & Planning, Vol. 34 No. 4, pp. 523-539. https://doi.org/10.1108/MIP-02-2015-0037

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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