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Joshi GANDHARVA

1. An investigative study on the impact of affective and cognitive states on impulse buying
Rezumat:The purpose of the study is to investigate the involvement of the affective and cognitive components on impulse buying among consumers. The paper also attempts to investigate the effect of both the affective and the cognitive component on impulse buying among consumers. The data was collected from 153 customers using convenience sampling. The hypotheses were tested using Correlation and Regression. The affective and the cognitive dimensions are envisaged to be strong predictors of impulse buying among consumers. The present study suggests that consumers sometimes feel their inability to resist from purchases, suffer from guilt feelings/regret after making impulse purchases.
Autor(i):Kiran SHARMA, Joshi GANDHARVA, Shekhar Kumar SHASHI
Publicat în:Revista Română de Marketing 1/2015 [Volume 10, Issue 1] (ianuarie-martie)
Cod citare:6989

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