Naslov
The pulse of the impulsive buying behaviour: New strategic perspective

Autori
Jelenc, Lara ; Dlačić, Jasmina ; Ančić, Ana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
23rd CROMAR Congress "Marketing in a dynamic environment - academic and practical insights" : Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Opatija : Rijeka : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci ; Hrvatska udruga za marketing (CROMAR), 2013, 595-610

ISBN
978-953-7842-18-5

Skup
CROMAR Congress (23 ; 2013)

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
impulsive buying behaviour ; typology of customer buying behavior ; three waves of developing research on impulsive buying behavior ; ethics

Sažetak
The impulsive buying behavior is a phenomenon that made variety of researchers engaged with inconsistent research findings. This paper offers the review of the research on impulsive buying behavior summarized in three waves of research. The first wave of research was focused on identifying and acknowledging that impulsive buying behaviour is a complex phenomenon with a number of key characteristics. The key elements in each impulsive buying behavior are: purchase being unplanned, difficult to control, and accompanied by an emotional response. The contribution of the second wave of research was mainly in realizing the powerful combination of both rational and emotional side of every impulsive buying behavior. Impulsive buying stresses the consumers urge to buy something immediately. The impulsive to buy is hedonically complex and may stimulate emotional conflict. Also, impulsive buying is prone to occur with diminished regard for its consequences. The third wave of research spread the interest in several directions, diverging and again opening the scenery for a variety of different paths to perform research. It brings the research back to the field of marketing. The paper concludes with ; the questions that could be raised in future research according to the three waves of research and a suggestion of refreshing strategic perspective offering a typology based on ideal, normative, standard and impulsive customer buying behaviour.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Sažetak rada je objavljen u Knjizi sažetaka, ISBN 978-953-7842-16-1.

POVEZANOST RADA