The current market place has become more competitive and fast-paced. International marketers are keen to find some practical and scientific ways to monitor their customers. The field of consumer research has thus called for new perspectives to investigate consumer behaviour more accurately, such as consumer irrationality, cross-cultural consumer behaviour, and sex/gender differences. The impact of such research benefits consumers by enhancing life quality through improving their methods of consumption. This research has found that consumer impulse buying choice can be predicted by consumer individual differences (impulsivity traits, cultural backgrounds, and sex) and the settings of the consumption situations. The potential impact of such research includes practical implications for both marketers and policy makers, such as how to increase consumer impulse buying choice in a specific setting and how to monitor problematic impulse buying behaviour.
References to research:
Ma W. (2013) Sex or Gender? Exploring the better indicator of the different impulse buying behaviour between men and women: Cross-Cultural Evidence from the UK and Taiwan. The Best Paper Award for Contemporary Psychology, Second International Conference on Emerging Research Paradigms in Business and Social Science (ERPBSS2013) November 26th – 28th 2013 Dubai – United Arab Emirates
Ma W. (2010) Impulse Buying Revisited - In the View of Behaviorism: An Investigation into
impulse Buying using the Behavior Perspective Model. INFORMS Marketing Science Conference 2010, 17th – 19th- June, Cologne, Germany