mood are less likely to do an impulse purchase since they tend to focus o
their
problem solving needs which are planned in advance and they tend to be more
conscious about spending their money (Beatty and Ferrell, 1998).
Another research regarding the emotional feelings of shoppers indicated a
relationship between the shopper’s feelings of satisfaction at the in-store
environment and impulse purchase behavior whereby a shopper that experiences a
good level of satisfaction in the stor e would lead to an increase of impulse purchase
activities (Donovan, 1994). We can learn from this study that in-store environment
and promotion is considered to have a great importance in influencing shoppers to do
an impulse purchase (Beatty and Ferell, 1998) and therefore marketers need to design
their in-store components in a way that would appeal to the shopper’s best interest.
The characteristic of impulse purchase is often related to decisions that are not
preplanned (Rook, 1987) and a high level of stimulation to satisfy the psychological
need of the shopper (Gerbing, Ahadi and Patton, 1987). These two characteristics do
not describe the entire definition of impulse purchase however they are considered as
two of the most important characteristics.
Further research also indicated that normative analysis regarding the level of
acceptance in impulse purchase of a shopper reduces the level of impulsiveness of
the shopper since shoppers become more conscious regarding the amount of
purchase being made on impulse (Rook and Fisher, 1995). Without the normative
analysis of acceptance level, shoppers may be unable to resist against impulse
purchase situations and therefore they may lend themselves at a financial problem in
the future (Hoch and Loewentein, 1991). This factor also considers the level of social
acceptance related to impulse purchase whereby it is believed that if impulse
purchase is considered as socially acceptable people tend to engage more on their
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