Gender as a moderator of temperamental causes of impulse buying tendency

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The behavioural approach to consumer decision-making focuses on impulse buying tendency as an individual trait that (in certain circumstances) leads to an act of impulse buying. Many authors believe that this trait is related to general impulsiveness as a temperamental factor. However, there is no precise data on the temperamental background of impulsive buying. Furthermore, even if it is agreed that men and women differ in terms of shopping style, there are only a few studies showing the nature of these differences when it comes to impulse buying. This research aims to verify the hypothesis on different temperamental determinants of impulse buying tendency for both genders in a Polish sample. For females, impulse buying tendency was positively related to optimum level of stimulation and also to reactivity. For males, this tendency was related, according to the Regulation Theory of Temperament, to formal characteristics of behaviour, especially to low briskness, sensory sensitivity and perseverance.


Document Type: Research Article


Publication date: June 1, 2011

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