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THE IMPACT OF EXTERNAL AND INTERNAL STIMULI ON IMPULSIVE PURCHASING Regina Virvilaitė1, Violeta Saladienė2, Jūratė Žvinklytė3 1
Kaunas University of Technology, Lithuania,
[email protected] Kaunas University of Technology, Lithuania,
[email protected] 3 Kaunas University of Technology, Lithuania,
[email protected] 2
Abstract Following Harmancioglu (2009), already more than fifty years scientists are interested in phenomena of impulse purchasing. Theoretical and empirical research of impulsive purchasing showed that there is no unified attitude towards this consumer behaviour concept and stimuli that induce impulsive purchasing. The problem: what is impact of external an internal stimuli on impulsive purchasing? The aim: to justify in theory and empirically test the impact of external and internal stimuli on impulsive purchasing in case of outfit goods. Theoretical results: distinguished core stimuli effecting impulsive purchasing. Empirical results: theoretical model reflected impulsive purchasing process of outfit goods and stimuli influencing it. The performed mean estimation of internal and external stimuli factors and correlation analysis allow to determine the stimuli impact. Risen hypothetical affirmations in the research were confirmed. Research methodology: systemic and comparison analysis, qualitative and quantitative research method. Keywords: impulsive purchasing, external stimuli, internal stimuli, hedonistic motives, consumer behaviour. JEL Classification: M31.
Introduction Following Harmancioglu (2009), already more than fifty years scientists are interested in phenomena of impulse purchasing. Manny theoretical and empirical studies on impulsive purchasing research have focused on internal and external stimuli of consumer impulsive purchasing because this behaviour may become one of the most important tools keeping constant level of sales. Theoretical and empirical research of impulsive purchasing showed that there is no unified attitude towards this consumer behaviour concept and stimuli that induce impulsive purchasing. Piron (1991), Thompson (1990) and the other have determined that impulsive purchasing is the expression of consumer’s hedonistic desire satisfaction. Solnick (1980), Ainslie (1975) and Rook and Fisher (1995) state that this behaviour is usual for psychologically unstable personalities. Dittmar (1996) further added this attitude stating, that impulsive purchasing is the symbol of personality’s individual and social identity. Han (1991), Park and Burns (2005), Prendergast and Wong (2003) as well as Gutman and Mills (1982) tried to explain impulsive purchasing behaviour through consumer’s high involvement into fashion. Youn (2000) indicated this behaviour as integrity of emotional and cognitive process. Though many of mentioned scientists performed a comprehensive research on factors effecting impulsive purchase behaviour in the market of consumer goods, nevertheless there were no proper studies selecting a particular group of products and indicating general effect of internal and external stimuli to impulsive purchasing. Therefore we think it is purposeful to ground theoretically and to test empirically the influence of internal and external stimuli on impulsive purchasing in case of outfit goods.
The concept of impulsive purchasing Following Stern (1962), planned purchasing behaviour distinguished by information search and its processing. Unplanned purchasing is described as decision making process without previous planning. Such purchase is impulsive, and the essential dissimilarity between planned and impulsive purchasing types is different relative speed of purchase decision making process. Piron (1991) describes impulsive purchasing by four criteria: impulsive purchasing is unplanned; immediate nature of the behaviour; the consumer experiences emotional and/or cognitive reaction; behaviour arise emotional reaction. Hausman (2000) describes impulsive purchasing as the respond to unplanned purchasing of goods. Recent research on impulse buying behaviour indicates that individual consumers do not view their specific 1329
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purchases as wrong and indeed retrospectively report a favourable evaluation of their behaviour. Impulsive purchasing is being stimulated by impact by the surrounding. Therefore the essence of impulsive purchasing is more valuable time spending than a shopping itself. Rook (1987) states, that impulsive purchasing behaviour is based on a sudden stimulus, followed by excitement and/or pleasure and/or irresistible urge to buy. Impulsivity is consumer‘s „lifestyle feature“. This scientist determined that different consumers experience impulsive purchasing in different ways. Therefore impulsive purchasing becomes a problem with negative consequences that is reluctant to deal. Often impulsive purchases are related with post-purchase, return of goods, financial issues, frustration, dissatisfaction with the goods purchased, guilt and others objections to such purchases. Rook and Gardner (1988) think that impulsive consumers experience stronger feelings than those who tend to plan purchases. Rook and Fisher (1995) define impulsive purchasing as consumer‘s tendency to perform spontaneous, unconsidered and fast purchases. Consumers try to control congenital impulsive inclinations and because they realize it as unfavourable behaviour and don‘t want to accept it as uncontrolled one. Bellender (1978) recognizes that notwithstanding risk and possible negative associations with this behaviour, impulsive purchasing is our present. The performed research showed that from 27 to 62 per cent of purchases are performed impulsively. Solomon (2002) determined three types of decision making: spontaneous purchase; impulsive purchase and compulsive purchase. Spontaneous purchase is identified when a buyer is not familiar with the shop and trade arrangement in it, saving the time or stimulating to buy because of presented information in displays and shop shelves. Unlike the spontaneous purchase, impulsive purchase is noticed when a consumer doesn‘t resist to buy a product. In view of this, product range at the cash desk is formed. Compulsive purchasing is determined taking into account if purchases are often and if excessive purchase appears, the reason of which mostly is boredom, stress or anger. Dittmar (1996) states, that in many well-developed countries of the world modern and post-modern importance of consuming is related with personality‘s expression. Purchasing become „the most important free time and lifestyle activity“. It explains the growing tendency of unplanned and unnecessary purchasing. Following Dittmar and Drury (2000), dramatic increase of personal income disposal and credit card usage possibilities for impulsive purchasing in retail trade created possibilities to make it dominant consumer behaviour. Bayley and Nancarrow (1998) stress that impulsive behaviour can be described as explosive, extremely interesting, hedonic purchase behaviour complex, where process rapidly ignores information search and other purchase alternatives. Mesiranta (2009) states, that impulsive buying can be conceptualized being part of a continuum ranging from planned purchases to pure impulsive purchases and vice versa.
Factors stimulating impulsive purchasing Impulsive purchasing behaviour is stimulated by different factors. Based on theoretical and empirical studies there are distinguished main factors stimulating impulsive purchase. Emotions. Beaty and Ferrell (1998), Rook (1987), Gardner and Rook (1993) relate impulsive purchase behaviour with certain consumer mood. Beaty and Ferrell (1998) determined, that consumer‘s positive emotions are related with urge to buy on impulse. Therefore impulsive consumers are more emotional than non impulsive consumers. Dittmar (1996) found, that mood for some consumers may be the most important psychological circumstance, stimulating impulsive buying. Mick and DeMoss (1990) stated that people sometimes present gifts to one wishing to raise the mood. Gardner and Rook (1993) defined the relation of impulsive purchasing both with negative and positive emotions. Comparing with negative emotions, a consumer full of positive emotions would express higher impulsivity due to the sense of being unconstrained; desire to award oneself and higher energy flow. Verplanken (2005) stated, when we compare impulsive and non-impulsive consumers, the latter usually follow by rational and utilitarian decisions. Purchasing experience of impulsive consumers is based on high emotions. Supermarkets. Beatty and Ferrell (1998) defined, that visitors of big supermarkets are characterized in impulsive purchase behaviour more often. Observation of products in different shops and experienced emotions are closely related with impulsive purchasing. Following Gardner and Rook (1993), impulsive purchasing that occurs often is related with desire to change (negative) or extend (positive) emotional state while shopping. 1330
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Purchase experience. Rook and Fisher (1995) determined, that purchase experience may be same important as influence of situational factors. Individualism and collectivism. In the research performed by Lee and Kacen (2007) was determined that exist differences while purchasing by planning and impulsively. They determined that the effect of purchasing impulsively together with another person is distinctive in different cultures. Consumers from collectivist cultures are more satisfied when buy on impulse together with other persons than when buying alone. Individualists did not express any major difference in process satisfaction when buying alone or with someone else. Planned purchases do not influence either collectivistic or individualistic culture representatives. Sex. Following Kollat and Willet (1967), if the number of purchase is stabile, then both women and men distinguish with similar degree of susceptibility to buy impulsively. Dittmar (1996) and Rook and Hoch (1985) determined, that women different goods buy more impulsively with higher emotional level than men. Coley and Burgess (2003) performed studies showed that women are more impulsive in emotional and cognitive aspects. Shop environment. Following Donovan and Rossiter (1982; 1994), shop environment that is strongly stimulated and enjoyable is related with better possibility of impulsive purchasing behaviour manifestation. Leith and Baumeister (1996) determined, that consumer‘s excitement reduce possibility to think about the actions taken. Consumer‘s stimulation at the shop is possible though exclusive aromas (Mattila and Wirtz, 2008), sounds (Holbrook and Anand, 1990) or colours (Valdez and Mehrabian, 1994). Social interaction. Following Turley and Millliman (2000), shop staff and other consumers belong to social factors influencing unplanned purchases. It is supposed, that help of the shop staff for consumers stimulates process of impulsive purchasing. Consumers are provided with information about the goods, different possible alternatives or substitutes are offered and small gifts are promised. Other consumers very often became an impulse to buy. Hedonic motives. Piron (1991), Rook (1987) and Thompson (1990) link impulsive purchase behaviour with consumer‘s hedonic needs satisfaction. Following Hausman (2000), essential hedonic motives of impulsive purchasing are pleasure, novelty, surprise, fun and emotional exaltation. Consumers more likely to buy impulsively when they are motivated by hedonic needs. Cobb and Hoyer (1986) and Rook (1987) found, that consumers feel high and take on new energy following after purchase process. Return of goods. Impulsive consumers are more likely to experience after purchase regret and return goods, because of unplanned buying than those who buy carefully considering purchase possibilities. It was determined, that consumers, who bought apparel and jewellery on impulse, after purchase estimate oneself behaviour negatively. Though purchasing it they felt excitement and satisfaction of the process, later they affirmed that experienced negative feelings and frustration. Involvement into fashion. Consumers, following the latest fashion trends, are characterized by high degree of involvement into fashion and impulsive purchasing as well. Han (1991) determined that high degree of involvement into fashion stimulates to buy impulsively because of existing experience and sensual signals. To fashion oriented impulsive purchase is often related with hedonic consuming tendencies and positive emotions. Gutman and Mills (1982) identified four dimensions of orientation to the fashion: fashion leadership, interest in fashion, the need to be well dressed and fashion failure. Following these dimensions Huddleston (1993) firstly identified tendencies of individuals‘lifestyle and consumer behaviour. Later, Lumpkin (1985) included these dimensions as one variable of purchase orientation determination. Age. Performed studies in this field showed, that age effect impulsive purchasing. Psychology of the individual. Socio-psychological aspects and its influence to consumer behaviour are studied through motivation. An individual who perceives that there is a discrepancy between his or her actual self and his or her ideal self and who is prone to use material goods to compensate for this discrepancy should have excessive buying tendencies. (Dittmar, 1996). Many foreign scholars argue that the lack of time, financial resources, and the portability of the product, store location, weather or traffic may also be factors that contribute to impulsive buying.
Empirical research of internal and external stimuli effect to impulsive purchasing Marketing research methodology was applied for the research of internal and external stimuli effect on impulsive purchasing in case of outfit goods. We referred to Burinskiene & Rudzkiene (2007) offered marketing research process consistency and modified it taking into account specificity of peculiarities of impulsive purchasing. 1331
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The following methods were used for the research: 1. focus group – for qualitative research; 2. a questionnaire survey - for the quantitative research. Results of qualitative research have not completely identified internal and external stimuli effecting impulsive purchasing; therefore we performed quantitative research – a questionnaire survey, in order to obtain complete, accurate and representative results of the research. In this study, the universe was women living in Kaunas. Convenience sample was used to select respondents. In this research 163 respondents have participated. Formulated aim and fulfilment of goals for this research is related with the following hypothetical statements: H1: Shop environment affects impulsive purchasing of outfit goods; H2: Shop staff affects impulsive purchasing of outfit goods; H3: Integrated marketing communications affect impulsive purchasing of outfit goods; H4: Emotional and cognitive estimation affect impulsive purchasing of outfit goods; H5: Hedonic motives and related positive emotions affect impulsive purchasing of outfit goods; H6: Consumers ‘involvement into the fashion affect impulsive purchasing of outfit goods. The biggest part of respondents (53%) comprised women under 30 years of age, besides 68% of women participated in survey have higher education. Almost one fifth of respondents (19%) stated that they are studying at present, and 13% of survey participants indicated that do not have higher education. Internal and external stimuli affecting impulsive purchasing of outfit goods. According to the survey results it can be stated, that shop environment is treated by respondent as the most important factor of external stimuli group affecting impulsive purchasing of outfit goods. Estimation mean of shop staff and integrated marketing communications is the same. Hedonic motives are the most important factor in internal stimuli group. Emotional and cognitive estimation and consumer‘s involvement into the fashion are estimated with lower mean. (2,8 and 2,6 respectively). Components of external stimuli group factors: Shop environment: exposition of goods, colours, window decoration and music; Shop staff: attention and goodwill as well as efficient consultations; Integrated marketing communications: price discount, quantity discount, coupons and lottery. Components of internal stimuli group factors: Emotional and cognitive estimation; emotional estimation and cognitive estimation; Hedonic motives: pleasure, novelty, surprise, fun and positive emotions; Involvement into the fashion: fashion trends, news, celebrities and famous brand products. Following the research results, it can be stated that respondents are affected to buy most of all by exposition of goods in the shop, eye catching colours and window decorations. There are no other tendencies among components of external stimuli group factors, though staff attention, goodwill and price discount are estimated most favourably. The most important components of internal stimuli group factors are pleasure, novelty, surprise, fun and cognitive estimation, fashion trends and positive emotions. The rest components are estimated very similar, except temptation to buy famous brand products, which estimation mean is the least. Shop environment, integrated marketing communications and involvement into the fashion estimate more favourably respondents with not completed higher education comparing with other education groups. Though statistically important differences exist only in shop environment and involvement into the fashion group of factors. All groups of factors except shop staff, there are determined the highest estimation means in categories of students and working students. It can be concluded, that these respondents are affected by majority of internal and external stimuli. It was determined statistically significant differences in integrated marketing communications and emotional and cognitive estimation groups of factors. Marketing communications between a specialist and a working student as well as a worker. Emotional and cognitive estimation – between a specialist and a working student. Respondents under 30 years of age estimate most favourably internal and external stimuli, comparing with the other two age groups. Though it can be concluded that in this age group both internal and external stimuli affect at the most. Statistically significant differences exist in the group of external stimuli among respondents between 30 and 41 and over in an age group.
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Internal and external stimuli the most affect women with not completed higher education and the leastwithout higher education. Statistically significant differences exist in the group of external stimuli among respondents having no higher education and with not completed higher education. Estimation means of internal and external according to monthly income are estimated evenly in all income categories. Though it can be concluded that different income level do not prejudge the internal and external stimuli affect the purchase of outfit goods. Statistically significant differences do not exist. Impulsivity. The highest impulsivity is determined to women with not completed higher education, under 30, working students or students. It can be concluded that the most often impulsive purchases in case of outfit goods can be noticed for women having mentioned characteristics. Internal and external stimuli correlation with impulsive purchasing of outfit goods. Research results show that exist low and mean correlation with p
