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EMAC 2021 Annual Conference

Vicious circle of impulsive buying and consumer well-being

Published: May 25, 2021


Svetlana Obukhovich, LUT University


Impulsive buying behavior (IBB) has been a matter of interest of marketers for several decades. The importance of studying the phenomenon has increased during the last few months due to the COVID-19 pandemic, which has resulted in an increased need for many consumers to cope with stress and boredom. The vast majority of previous studies focused on the IBB antecedents, while just a few of them described customer’s post-purchase well-being or the emotional consequences of IBB and coping with its negative outcomes. However, the full picture of the post-purchase customers’ well-being remains blurred. The current study aims to address this gap using a systematic literature review. The findings of the study bring new insight into impulsive buying behavior: we propose that coping with the main negative consequences of impulsive buying such as guilt, shame, and regret, may improve customer’s well-being and enhance his or her intentions to reengage in impulsive buying.