impulse purchase behavior. However when impulse purchase is branded as a
behavior which is socially unacceptable, people tends to reduce their level of
engagement towards impulse purchase.
Impulse purchase also focuses on the
factor of visualized social image and
appearance of individual identity in the decision to conduct a pur chase. Shopper
tends to purchase a product based on the consideration of their social image viewed
by the society and the differ ences in choice are influenced by social categories such
as gender ( Dittmar et al, 1995). The behavior of impulse purchase is also influenced
by demographic factors such as age of the shopper. A research by the National study
in United States indicated that younger shoppers between the age of 19 and 39 were
more prone to impulse purchase than older shoppers since shoppers at the younger
age generally lack control of emotions which affects impulse behavior (Wood, 1998).
2.1.9 Psychological Impulse Behavior
Impulse behavior of a shopper in general is usually af fected by physical and
psychological stimuli which influence them to purchase a particular product. These
stimuli acts as a motivating agent in a shoppers purchasing behavior and results from
their conscious and unconscious activities (Wolman, 1973). There are several
descriptions of a shoppers psychological impulse however an inclusive definition of
it could be considered as “a strong, usually not resistible desire and unexpected
motivation to take a decision without planning.” (Goldenson, 1984). Impulse
behavior does not involve any preplanning of the shopper however is strongly
influenced when a shopper is exposed to related stimuli (Wolman 1973). These
stimuli could be related to marketing whereby a shopper would be exposed to a
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