Deconstructing Literature on Impulse Buying Behaviour

Abstract

Impulse buying is an intriguing and extensive phenomenon that appeals to researchers of multiple disciplines including psychologists, marketers, business administration, and e-commerce experts (Iyer, Blut, Xiao, & Grewal, 2019; Mandolfo & Lamberti, 2021). An impulse buying behaviour can be characterised as an act to buy a commodity that was not planned, owing to psychological and emotional influences (Xiaobo Fang, Fangxin Zhang, Kun Liao, & Minoo Ghoreighi, 2022). In contrast to other purchases that involve rational planning, uncontrolled or impulse buying is usually subject to the play of emotions and stimuli making it a critical area of interest for marketers and various enterprises seeking to understand and influence consumer decision-making processes (Silvera, Lavack, & Kropp, 2008; Verplanken & Sato, 2011).