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O Enraizamento da Tendência de Compra Impulsiva Versus Planeada na Personalidade do Consumidor
Autor(es): Adelino Alves Cardoso, Ferreira Cascão
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| Temas: Comportamento do Consumidor
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| Resumo: |
| Impulse versus planned purchase has been the subject of research since the mid-20th Century. Nevertheless, if the first studies focused on those products more likely to be bought in a planned or impulsive manner, the last three decades witnessed a shift towards a more consumer-focused research, trying to identify and characterize the personality trait – impulsiveness – which determines the impulse purchase behaviour, and to build explanatory models for the conditions which favour its expression. Subsequent researches were focused on the framework of the tendency towards impulse purchase in terms of individual
differences, namely, gender, age and personality. This study, based on a convenience sample of 53 elements, fits that research scope, as it researches and concludes on the roots of the impulse purchase tendency, characterised by strong emotional drives and weak cognitive ones, and the planned purchase tendency, characterised by weak emotional drives and strong cognitive ones, in the consumer’s personality.
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| in rpm 24
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