Year: 2024
Type: article
Abstract: Impulsive buying is a complex consumer behavior influenced by emotional, psychological, and societal factors. This study examines the role of gender, emotional regulation, and marketing strategies in driving impulsive purchases. Women are more likely to engage in impulsive buying as a form of emotional coping, often influenced by societal expectations and marketing appeals related to self-care and empowerment. Men, on the other hand, tend to make impulsive purchases for utilitarian or status-driven reasons. The research highlights the financial and emotional consequences of impulsive buying, suggesting that better consumer education, emotional regulation, and ethical marketing can help mitigate its negative effects.
Author: Harbani Kaur -
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Gender equality
Open Access status: hybrid
OpenAlex ID: W4405622737