Feature Impulsivity Related to Momentum Buying Demeanor - Coursework Example

How Trait impulsivity relates to impulse buying behavior Student’s name Course Institution Date Abstract This paper examines the relationship between an impulsive trait and impulse buying. From their definitions and names, it is clear that the two have an element of immediacy, which states their primary similarity. However, it is important to examine how they affect each other. The paper investigates how impulsivity influences impulse buying looking into the purchase motivations as well as the elements of an impulsive personality, as well as the tendency of impulse purchasers to loose control in certain situations. Impulse buying refers to a sudden overwhelming to purchase, which is sometimes accompanied by reduced forethought for its effects and an emotional conflict. On the other hand, an impulse refers to a specific, sudden and hedonic reaction to a tempting object, which is only satisfied by acting on the object. It is possible to see that there are consistent themes such as automaticity, spontaneity, lack of foresight and affect. Findings indicates that an individual with an impulsive buying tendency is more likely to be social, image concerned and status conscious. In this case, the individual uses impulsive buying as a means of managing impression. Introduction Impulse buying is the habit of making abrupt and unplanned purchases. This behaviour normally relies on the existence of an immediate stimulus, which is accompanied by sentiments of pleasure or excitement or a powerful urge to purchase. On the other hand, impulsivity refers to a character trait tends to act without premeditation (Silvera, Lavack, & Kropp, 2008). Comparable to other self-indulgent behaviours like consumption of alcohol, impulse buying can be enjoyable, only at a moderate level. The motivation of impulse buying is associated with the pursuit of hedonistic needs. Conversely, without moderation, impulse buying is harmful and potentially self-destructive. Self-indulgent behaviours such as impulse buying and alcohol consumption are closely associated with the evasion of negative psychological states or dispositional negative effects (Verplanken, & Herabadi, 2001). Because of this, impulse buying closely relates to an individual’s subjective wellbeing. The subjective wellbeing entails aspects of the person’s negative and positive emotional responses, which translates to the individual’s satisfaction with specific facets of their lives, including family and work. Research directly relates life satisfaction with positive affect. Similar research inversely relates life satisfaction to negative affect. There is a negative correlation between life satisfaction and neuroticism and a positive correlation with life satisfaction and openness to experience, extraversion, conscientiousness, and agreeableness. In addition to this, there is a positive correlation between subjective wellbeing and certain positive beliefs such as self-esteem and optimism and a negative correlation between with negative sentiments such as depression. Further, marketing research (Whiteside & Lynam, 2001); illustrates a relationship between acquisition of material goods and life satisfaction. The relationship states that obtaining material goods is slightly favourable for life satisfaction while “wanting” material goods us negative to an individual’s well being. Basing arguments on the principle that impulse buying is a means of preventing negative cognitive states, it is conclusive that this buying behaviour negatively relates with an individual’s wellbeing (Aboujaoude & Koran, 2010). Impulsivity is referred to as a personality trait that tends to act without forethought, hence makes rushed cognitive decisions and failing to recognize the circumstances. Despite the relationship between emotions and impulsive buying, there are proofs that of the involvement of cognitive components in impulsive buying. Evidence from research (Verplanken, & Herabadi, 2001); show that people usually have prior considerations before engaging in impulsive actions. In this case, the individuals usually choose the short-term benefits of an impulse action despite its potential for grave long-term consequences. Acting on impulse mainly aims at satisfying hedonistic goals (Foxall & Goldsmith, 1994). Impulse buying occurs when an individual experiences a sudden overwhelming and persistent urge to purchase a product immediately. The buying impulse is hedonistic and stimulates an emotional conflict. Impulse buying may be explained as a psychological struggle between desire and will power forces (Verplanken, & Herabadi, 2001). Impulse buying is associated with intricate hedonic psychosocial motivations and emotion-based decision-making. In an immediate buying situation, impulse buying usually fulfils hedonic motives. At a psychological level, impulse buyers seem to have hedonic considerations instead of utilitarian considerations. However, at an affective level, high arousing and positive emotions such as pleasure and excitement determine impulse buyers’ experiences. A typical impulsive buyer is an individual with low conscientiousness, personal need for structure, need to evaluate and autonomy, but high on action orientation and extraversion (Silvera, Lavack, & Kropp, 2008). In order to understand the underlying relationship between personality traits and impulsive buying, it is necessary to investigate a related personality structure: the big five traits. This personality structure consists of five elements emerged in personality literature. The five factors include: (a) extraversion, which is associated with sociable, assertive and talkative characters, (b), agreeableness, associated with cooperative, good natured and trusting characteristics, (c) conscientiousness, associated with persistent, dependable, achievement oriented and responsible characteristics, (d) emotional stability, associated with nervousness, anxiousness and insecurity and (e) openness to action, associated with imagination, sensitive, artistic and intellectual characters (Verplanken, & Herabadi, 2001). Individuals who frequently experience anxiety, emotional stability, irritability, moodiness, and sadness will most likely engage in impulsive buying as a means of avoiding these negative emotions. Moreover, openness explains impulsive buying because open individuals tend to be curious, imaginative, original, culture, intelligent, broad-minded, and artistically sensitive. There is also appositive relationship between impulse buying and extraversion. In this case, the buyer uses impulsive buying as a means of expressing himself or herself (Silvera, Lavack, & Kropp, 2008). Research methodology The primary data collection methods involved the use of questionnaires. The questionnaires were administered to all the twenty study participants. In line with Ader et al (2008) postulation that researchers should endeavour to minimize expenses while at the same time ensuring that the whole study process meets the validity and reliability threshold. Moreover and in response to Creswell (2003) argument that participants should not be inconvenienced during the process of data collection, each questionnaire was put in a postage-paid envelope and sent to individual addresses for each of the twenty participants. The reason for using individual addresses instead of the official company address was that the identity of the participants was to be kept as anonymous as possible. This argument was based on the premise that others not taking part in the study (Ader et al, 2008) will easily detect the identity of participants receiving questionnaires through the company address. The participants were given a period of two weeks to study the questionnaires and complete them as required. The structure of the questionnaires was in accordance with the topic question. To allow for maximum retrieval of information, the structure of the questionnaires was based on the guidelines offered by Ader et al (2008) as well as Creswell (2009). To this end, closed-ended questions were collectively utilized. Results The focus of this section is the analysis, presentation, and interpretation of the data obtained. The data obtained was analysed to come up with relevant information sustaible for the study. This data was aimed on how trait impulsivity relates to impulse buying behavior. Descriptive statistics such as frequencies and percentages were used in data presentation of the responses given to various items in the questionnaires. Out of the 30 questionnaires that were distributed to the chosen respondents, only 20 respondents returned the questionnaires. Statistical Package for Social Sciences (SPSS) helped in data analysis. According to the study, the results consisted males 55% and females 45%. Respondents Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 11 55.0 55.0 55.0 Female 9 45.0 45.0 100.0 Total 20 100.0 100.0 Majority (45%) of the respondents think carefully before buying something. They were followed by those who buy things that they intended to buy having 20%. Only a few of the respondents (30%) often buy things without thinking while (5%) plan in advance, buy on the spot and do comparison before buying. Findings indicates that a high percentages (80%) of females struggle to leave nice things they see in shops, and they sometimes cannot suppress the feeling of wanting to buy. A small percentage of respondents do not desire to buy things at first sight. Conversely, 60 percent of respondents feel guilty after they do impulse buying something. Moreover, 40% of respondents both male and female feel excited when they see something they want to buy, and will always notice it when they pass by shops. A considerable number of respondents (50%) indicated recklessness in their buying behaviour, and they do not even pass up a bargain. Furthermore, 20% of respondents indicate passion as a driving in buying behaviour. A significant number 65% of respondents do not control their impulses with only 30% controlling their attitudes. Others give up easily to their impulses and do not bother of any regrets later. Impulse buying is more frequent among people with constant negative emotions, and they do it to improve their moods. Discussion Impulse buying is a function of motivators for purchase decisions. The primary motivator for purchase decisions is affect. In addition to being a motivator, affect is also has indirect impacts on purchase decision as it shapes an individual’s cognition. Studies indicate that impulse buying operates to reduce negative feelings. This hypothesis proposes that impulse buying is more frequent among people with constant negative emotions. The second proposition following this hypothesis is that the impulsive purchase improves moods. There is also a proposal that the some people use impulse buying as a mechanism for avoiding negative cognitive states (Verplanken, & Herabadi, 2001). Psychological research illustrates a correlation between self-esteem and psychological makeup including adult attachment, depression and emotional responses to success or failures. In addition to these, other research, illustrate a positive relationship between low self-esteem and increase susceptibility to other people’s influence. Marketing research illustrate that there is an association between self-esteem and materialism, as well as the purchase of certain categories of products such as products that improve physical appearance. With the above information, it is deductive that when compared to reflective decision-making approaches, impulse buying decision is emotional and reactive. Such decisions are prone to happen with diminished consideration for the consequences. An impulsive trait always has a longing to experience positive affect, which motivates impulsive behaviour. The urge to engage in impulse buying usually occurs when an individual sees the item of desire. Despite the fact that personalities influence an individual’s threshold for experiencing the buying urge as well as the individual’s susceptibility to the urges, the product’s presence is necessary for these urges to occur. Because of this, it is reasonable to consider product variables that make people more or less likely to obtain a buying impulse (Whiteside, & Lynam, 2001). It is possible to see that there are consistent themes such as automaticity, spontaneity, lack of foresight and affect. As stated earlier, these themes are bases for impulse buying motivation. In addition to these, an individual with an impulsive buying tendency is more likely to be social, image concerned and status conscious. In this case, the individual uses impulsive buying as a means of managing impression. Individuals with the above character traits also tend to be anxious and have problems controlling their emotions. These traits make it more difficult for the individual to resist impulsive buying because it is an emotional urge. Because impulsive traits act without forethought or premeditation, they tend to experience unhappiness more often, due to their impulsive actions (Verplanken, & Herabadi, 2001). Conclusion In conclusion, an impulsive personality has several characters and behaviours that influence their tendency to behave impulsively. This character trait comprises of the big five characters: extraversion, agreeableness, conscientiousness, emotional stability and openness. This paper has comprehensively discussed the association between impulse buying and impulsive traits, by employing several behavioural theories as well as relationship hypothesis. There is a strong relationship with impulse behaviours such as impulse buying and low self-esteem. It is critical to appreciate that the ego, super ego and id elements are also important in personality formation and self esteem development. References Aboujaoude, E., & Koran, L. M. (2010). Impulse control disorders. New York: Cambridge University Press. Ader, H.J., Mellenbergh, G.J., and Hand, D.J. (2008) Advising on research methods: A consultant's companion, Huizen, The Netherlands: Johannes van Kessel Publishing. Boyd, C. V. (2010). Consumer psychology. Maidenhead: Open University Press. Creswell, J. (2009) Qualitative inquiry and research design, Thousand Oaks, CA:Sage. Foxall, G. R., & Goldsmith, R. E. (1994). Consumer psychology for marketing. London: Routledge. Herabadi, A. G. (2003). Buying impulses a study on impulsive consumption. Nijmegen: UB Nijmegen [Host]. Hoogerwerf, M. (2009). Impulse buying using upselling to increase sales in a B2B market : a research about the difference in impulsive buying behaviour between B2C and B2B markets to help Nestl ̌Waters Direct increase sales via upselling. Rotterdam: Erasmus Universiteit. Silvera, H. D., Lavack, M. A., & Kropp, F. (2008) Impulse buying: the role of affect, social influence, and subjective wellbeing. Journal of consumer marketing, pp 23-33 Verplanken, B., & Herabadi, A. (2001) Individual Differences in Impulse Buying Tendency: Feeling and no Thinking. European Journal of Personality Whiteside, S, P., & Lynam, D. R. (2001) The Five Factor Model and impulsivity: using a structural model of personality to understand impulsivity. Journal of Personality and Individual Differences, pp 669-689 Zuckerman, M. (2005). Psychobiology of personality (2nd ed.). Cambridge, UK: Cambridge University Press. Read More

In addition to this, there is a positive correlation between subjective wellbeing and certain positive beliefs such as self-esteem and optimism and a negative correlation between with negative sentiments such as depression. Further, marketing research (Whiteside & Lynam, 2001); illustrates a relationship between acquisition of material goods and life satisfaction. The relationship states that obtaining material goods is slightly favourable for life satisfaction while “wanting” material goods us negative to an individual’s well being.

Basing arguments on the principle that impulse buying is a means of preventing negative cognitive states, it is conclusive that this buying behaviour negatively relates with an individual’s wellbeing (Aboujaoude & Koran, 2010). Impulsivity is referred to as a personality trait that tends to act without forethought, hence makes rushed cognitive decisions and failing to recognize the circumstances. Despite the relationship between emotions and impulsive buying, there are proofs that of the involvement of cognitive components in impulsive buying.

Evidence from research (Verplanken, & Herabadi, 2001); show that people usually have prior considerations before engaging in impulsive actions. In this case, the individuals usually choose the short-term benefits of an impulse action despite its potential for grave long-term consequences. Acting on impulse mainly aims at satisfying hedonistic goals (Foxall & Goldsmith, 1994). Impulse buying occurs when an individual experiences a sudden overwhelming and persistent urge to purchase a product immediately.

The buying impulse is hedonistic and stimulates an emotional conflict. Impulse buying may be explained as a psychological struggle between desire and will power forces (Verplanken, & Herabadi, 2001). Impulse buying is associated with intricate hedonic psychosocial motivations and emotion-based decision-making. In an immediate buying situation, impulse buying usually fulfils hedonic motives. At a psychological level, impulse buyers seem to have hedonic considerations instead of utilitarian considerations.

However, at an affective level, high arousing and positive emotions such as pleasure and excitement determine impulse buyers’ experiences. A typical impulsive buyer is an individual with low conscientiousness, personal need for structure, need to evaluate and autonomy, but high on action orientation and extraversion (Silvera, Lavack, & Kropp, 2008). In order to understand the underlying relationship between personality traits and impulsive buying, it is necessary to investigate a related personality structure: the big five traits.

This personality structure consists of five elements emerged in personality literature. The five factors include: (a) extraversion, which is associated with sociable, assertive and talkative characters, (b), agreeableness, associated with cooperative, good natured and trusting characteristics, (c) conscientiousness, associated with persistent, dependable, achievement oriented and responsible characteristics, (d) emotional stability, associated with nervousness, anxiousness and insecurity and (e) openness to action, associated with imagination, sensitive, artistic and intellectual characters (Verplanken, & Herabadi, 2001).

Individuals who frequently experience anxiety, emotional stability, irritability, moodiness, and sadness will most likely engage in impulsive buying as a means of avoiding these negative emotions. Moreover, openness explains impulsive buying because open individuals tend to be curious, imaginative, original, culture, intelligent, broad-minded, and artistically sensitive. There is also appositive relationship between impulse buying and extraversion. In this case, the buyer uses impulsive buying as a means of expressing himself or herself (Silvera, Lavack, & Kropp, 2008).

Research methodology The primary data collection methods involved the use of questionnaires. The questionnaires were administered to all the twenty study participants.

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