Advertising influence on impulsive buying

Résumé du document

In this chapter, you will find a summarizing overview of the study of impulse buying and advertising. It explains fairly about the two discussed main topics, impulse buying and advertising. It gives an introduction of what impulse buying is and if it is related to advertising. In which way are they related to each other and what kind of a relationship do these factors have? The second paragraph, managerial relevance, will explain why this thesis is written and to whom it can be interesting, such as for companies and for other researchers who will use this study for further research. The third paragraph, the academic relevance, contains arguments for the reason and the relevance of the chosen topic.

Extraits

[...] Generally, the positive or negative side of a person‘s trait towards the buying impulse significantly influences buying on impulse. Highly impulsive buyers are more likely to experience spontaneous buying stimuli. As a result, impulsive buyers are more likely to act on urge and to respond affirmatively and immediately to their buying impulses Situational factors Significantly in research on impulse buying there has been focused on situational aspects affecting impulse buying. Rook (1987) explored the underlying nature of impulse buying, while Rook and Gardner (1993) examined and discussed the influence of affect on impulse purchasing. [...]

[...] Because everyone, young and old, is exposed to the same ad at the same time, the target group is not always reached Online advertising The World Wide Web, also known as "the Internet" is considered to be different from most traditional mediums because it has multimedia characteristics (Palanisamy and Wong, 2003). Pugsley and Trites (2003) define the Internet as user-friendly graphics- capable component of the Internet and Berthon et al. (1996) describes it as a cross between an electronic trade show and a community flea market. According to Alba et al. (1997) the Internet is flexible, open, informal, interactive, and converts visitors into customers. The Internet has been used to disperse information to many consumers and more and more businesses are trying to incorporate the Internet to their operations. [...]

[...] The second group involves reminder impulse buying. This occurs when a customer is reminded of being low on a product or is in need of an item when he or she sees it at the store or recalls an advertisement about the item and a previous decision to buy. The third group is the suggestion impulse buying group. This occurs when a customer sees the product for the first time at the store and then visualizes the need for it. [...]

[...] The Internet is flexible in that it can present information in numerous ways including text, images, video, and sound. Ghose and Dou (1998) state that the multimedia aspect could make the experience more fun and stimulating, thus holding the attention of the consumer longer. The Internet has been able to reach more people. In the web channel, any online consumer can view the ad any time and at any location and the Internet is widely recognized and accessible in most parts of the world. According to Gallagher et al. [...]

[...] The third paragraph, the academic relevance, arguments to what the reason and the relevance are of the chosen topic Background Impulse buying is a persuasive and distinctive aspect of consumers‘ lifestyles (Rook, 1987). It is also an important point for marketing management activities. Research about impulsive buying behaviour dates back over decades of years and reports that it is a common behaviour among the consumer population and across numerous of product categories. A significant percentage of consumers‘ daily decisions appear to involve impulsive buying decisions (Hausman, 2000; Rook, 1987; Rook and Fisher, 1995). [...]