Impulse Buying as a Mood Booster: Evidence from an Experimental Study

Research output: Chapter in Book/Report/Conference proceedingChapter


Impulse buying is a topic of great interest for most retailers in today’s highly competitive marketplace. Although prior studies relying on consumer self-reports suggest that consumers’ mood states influence their impulse purchases, no rigorous testing for the affect regulation hypothesis exists in the retailing literature. To that end, this study experimentally manipulated consumer moods. We also investigated the role of a new individual level factor, Change Seeking, on consumers’ ability to resist temptations. The study findings provide support for the notion that consumers engage in impulse shopping for either mood maintenance or mood repair purposes. Moreover, change seekers, in particular those in a bad mood, were highly prone to fail at self-control.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


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