1 gender as moderator of temperamental background of impulse buying tendency agata gąsiorowska...

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Gender As Moderator Of Temperamental BackgroundOf Impulse Buying TendencyAgata Gąsiorowska

Wrocław University of Technology

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What is Impulsive buying?1960s

impulsive buying = unplanned buying impulsive buying as special form of

unplanned buying, activated by visual stimulus (product) and executed in a very short time

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What is Impulsive buying?1970s

Researchers had begun to question whether products could be classified as impulse or non-impulse

All products could be purchased impulsively It is the consumer not the product, who

experiences impulses

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What is Impulsive buying?1980s Focus on how consumer behave during shopping,

and on mental and emotional processes that might take place

Clarification of definition - Rook (1987), Rook and Hoch (1985)

„Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences” (Rook, 1987, p.191)

Acts of impulsive buying versus impulsive buying tendency interpreted as a trait 4

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Determinants of impulsive buying Individual traits influencing impulsive buying

tendency general impulsivity, optimal level of stimulation,

temporal orientation, materialism, money attitudes, recreational shopping tendency, shopping style influenced by gender

Individual and situational factors that trigger impulses in certain situation while shopping affect and emotions felt during certain buying episode,

individual attitude towards promotion, atmospherics, in-store stimuli, comfort and easiness of buying

Moderators that either inhibit impulsive decision like self-control, or stimulate it, like direct access to money, and – type of money used (cash, credit card), or normative evaluation of impulsive buying

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Formal characteristics of behaviour

Dimensions of temperament as postulated by the Regulative Theory of Temperament

Based on the assumption that temperament refers to formal attributes of behaviour expressed in energetic and temporal characteristics Briskness Perseveration Sensory sensitivity Emotional reactivity Endurance Activity 6

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Optimum stimulation level

From consumers perspective, high optimal level of stimulation is associated with detailed analysis of advertisements searching for information just out of own curiosity variety seeking in consumption risky decisions innovative behaviour recreational and hedonic shopping

so it also might be connected with impulsive buying tendency

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Shopping style by gender

WOMEN like shopping, even

for necessities pleasure in

searching, choosing and trying

shop slowly and emotionally

stimulative impulsive buying

MEN do not like

shopping, exc. durable goods

shopping as a boring obligation

shop quickly

instrumental impulsive buying 88

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Hypotheses

H1: Gender moderates the relation between temperamental features and impulsive buying tendency

H2: For women, impulsive buying tendency is related to sensation seeking stronger than to formal attributes of behaviour

H3: For men, impulsive buying tendency is related to formal attributes of behaviour stronger than to sensation seeking

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Method - Participants

Students of linguistics, teachers, bookstore workers, physical workers and unemployed, living in Wroclaw, Poland

n=180 respondents (86 men, 94 women) age M=31.57 years (SD 12.806)

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Method - Questionnaire Impulsive buying tendency

SKI Multidimensional Scale (Gasiorowska, 2003) - 23 items

Impulse buying scale, taken from SZN Scale (Macik, Macik, 2005) - based on Hausman IBT scale (2000) and consists on 10 items

Sensation Seeking Scale Form V (Zuckerman, 1994)

The Formal Characteristics of Behaviour-Temperament Inventory (FCB-TI)

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Analysis of Correlations - SKI scale

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females males Z-differencesSensation seeking

Thrill and Adventure Seeking 0,045 -0,066 0,774Experience Seeking 0,228* 0,086 1,016Disinhibition 0,416** 0,158 1,974*Boredom Susceptibility 0,253* 0,178 0,548

FCB-TIActivity 0,244* 0,026 1,553Endurance 0,099 -0,141 1,680Emotional reactivity 0,055 0,151 0,676Sensory sensitivity -0,027 -0,387** 2,655**Briskness -0,126 -0,349** 1,655Perseveration 0,048 0,073 0,175*p< 0,05 **p< 0,01

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Analysis of Correlations - SZN scale

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females males Z-differencesSensation seeking

Thrill and Adventure Seeking 0,261* -0,102 2,574*Experience Seeking 0,411** 0,101 2,336*Disinhibition 0,484** 0,086 3,078**Boredom Susceptibility 0,367** 0,113 1,891

FCB-TIActivity 0,314** 0,028 2,068*Endurance 0,103 -0,180 1,987*Emotional reactivity -0,021 0,110 0,915Sensory sensitivity -0,128 -0,399 ** 2,046*Briskness -0,150 -0,291 ** 1,034Perseveration -0,031 0,074 0,732*p< 0,05 **p< 0,01

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Formal Characteristics of Behaviour and impulsive buying tendency - women

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EnduranceEnduranceEnduranceEndurance

ActivityActivityActivityActivity

Emotional reactivityEmotional reactivityEmotional reactivityEmotional reactivity

Sensory sensitivitySensory sensitivitySensory sensitivitySensory sensitivity

BrisknessBrisknessBrisknessBriskness

PerseverationPerseverationPerseverationPerseveration

Impulsive Buying Tendency Impulsive Buying Tendency SKI ScaleSKI Scale


Impulsive Buying Tendency Impulsive Buying Tendency SZN ScaleSZN Scale


R2=0.06

R2=0.10

β=0.25

β=0.32

χ2/df=1.513RMSEA=0.076CFI=0.930 TLI=0.915

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Formal Characteristics of Behaviour and impulsive buying tendency - men

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EnduranceEnduranceEnduranceEndurance

ActivityActivityActivityActivity

Emotional reactivityEmotional reactivityEmotional reactivityEmotional reactivity

Sensory sensitivitySensory sensitivitySensory sensitivitySensory sensitivity

BrisknessBrisknessBrisknessBriskness

PerseverationPerseverationPerseverationPerseveration





R2=0.28

R2=0.23

β=-0.34

β=-0.36

χ2/df=1.452RMSEA=0.073CFI=0.972 TLI=0.948

β=-0.24

β=-0.30

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Formal Characteristics of Behaviour and impulsive buying tendency - women

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Experience SeekingExperience SeekingExperience SeekingExperience Seeking

Thrill and Adventure Thrill and Adventure SeekingSeeking


DisinhibitionDisinhibitionDisinhibitionDisinhibition

Boredom SusceptibilityBoredom SusceptibilityBoredom SusceptibilityBoredom Susceptibility





R2=0.19

R2=0.29

β=0.17

β=0.31

χ2/df=1.528RMSEA=0.075CFI=0.987 TLI=0.962

β=0.30

β=0.31

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Formal Characteristics of Behaviour and impulsive buying tendency - men

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Experience SeekingExperience SeekingExperience SeekingExperience Seeking



DisinhibitionDisinhibitionDisinhibitionDisinhibition

Boredom SusceptibilityBoredom SusceptibilityBoredom SusceptibilityBoredom Susceptibility





R2=0

R2=0

χ2/df=1.077RMSEA=0.030CFI=0.994 TLI=0.990

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Discussion Gender moderates the relation between individual

differences variables and impulsive buying tendency Women - stimulative impulse buying

desire to seek new experience might be easily fulfilled by shopping, especially in impulsive manner

they treat impulse buying as a kind of risky game that is to provide high level of stimulation, needed by some consumers

Men - instrumental impulsive buying Low briskness and low sensory sensitivity might promote

giving in to various marketing influences, like promotion, sales, etc.

Men with such features cannot cope effectively with loads of information in shopping environment, so it leads to cognitive overload and unreflective behaviour 18

1 gender as moderator of temperamental background of impulse buying tendency agata gąsiorowska...

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