The impact of exposure to external stimuli towards shoppers impulse purchase is also
said to be more relevant with female shoppers rather than male shoppers. External
stimuli may include various media advertisements such as TV commercials, social
media or mobile marketing whereby the exposure is obtained from outside the store.
However external stimuli may influence a positive response to in-store promotions
and stimuli which would motivate shoppers to make an impulse purchase. Female
shoppers are said to be influenced to what they see on an external stimuli whereas
male shoppers tend not to be really influenced with what they see due to their
utilitarian shopping behavior. Male shoppers on the other hand often make an
impulse purchase depending on their frame of mind during the time of purchase
(Gasiorowska, 2011).
Another important reason as to why female shoppers are more likely to mak
an
impulse purchase is the fact that female shopper s visit shopping malls more often
than male shoppers. Given the relationship between shopping frequency and amount
of spending, female shoppers are said to be more likely to make more impulse
purchase occasions and spend more amount of money in the impulse purchase r ather
than male shoppers (Pentecost and Andrews, 2010).
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