Gender As Moderator Of Temperamental Background Of Impulse

Gender As Moderator Of Temperamental Background Of Impulse Buying Tendency 1 Agata Gąsiorowska Wrocław University of Technology

What is Impulsive buying? 1960 s impulsive buying = unplanned buying ¢ impulsive buying as special form of unplanned buying, activated by visual stimulus (product) and executed in a very short time ¢ 2

What is Impulsive buying? 1970 s Researchers had begun to question whether products could be classiﬁed as impulse or nonimpulse ¢ All products could be purchased impulsively ¢ It is the consumer not the product, who experiences impulses ¢ 3

What is Impulsive buying? 1980 s ¢ ¢ Focus on how consumer behave during shopping, and on mental and emotional processes that might take place Clarification of definition - Rook (1987), Rook and Hoch (1985) „Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences” (Rook, 1987, p. 191) Acts of impulsive buying versus impulsive buying tendency interpreted as a trait 4

Determinants of impulsive buying ¢ Individual traits influencing impulsive buying tendency ¢ Individual and situational factors that trigger impulses in certain situation while shopping ¢ general impulsivity, optimal level of stimulation, temporal orientation, materialism, money attitudes, recreational shopping tendency, shopping style influenced by gender affect and emotions felt during certain buying episode, individual attitude towards promotion, atmospherics, instore stimuli, comfort and easiness of buying Moderators that either inhibit impulsive decision like self-control, or stimulate it, like direct access to money, and – type of money used (cash, credit card), or normative evaluation of impulsive buying 5

Formal characteristics of behaviour Dimensions of temperament as postulated by the Regulative Theory of Temperament ¢ Based on the assumption that temperament refers to formal attributes of behaviour expressed in energetic and temporal characteristics ¢ Briskness Perseveration Sensory sensitivity Emotional reactivity Endurance Activity 6

Optimum stimulation level ¢ From consumers perspective, high optimal level of stimulation is associated with detailed analysis of advertisements searching for information just out of own curiosity variety seeking in consumption risky decisions innovative behaviour recreational and hedonic shopping ¢ so it also might be connected with impulsive buying tendency 7

Shopping style by gender ¢ WOMEN ¢ like ¢ do shopping, even for necessities ¢ pleasure in searching, choosing and trying ¢ shop slowly and emotionally ¢ stimulative impulsive buying not like shopping, exc. durable goods ¢ shopping as a boring obligation ¢ shop quickly ¢ instrumental impulsive buying 8

Hypotheses H 1: Gender moderates the relation between temperamental features and impulsive buying tendency ¢ H 2: For women, impulsive buying tendency is related to sensation seeking stronger than to formal attributes of behaviour ¢ H 3: For men, impulsive buying tendency is related to formal attributes of behaviour stronger than to sensation seeking ¢ 9

Method - Participants Students of linguistics, teachers, bookstore workers, physical workers and unemployed, living in Wroclaw, Poland ¢ n=180 respondents (86 men, 94 women) ¢ age M=31. 57 years (SD 12. 806) ¢ 10

Method - Questionnaire ¢ Impulsive buying tendency SKI Multidimensional Scale (Gasiorowska, 2003) - 23 items Impulse buying scale, taken from SZN Scale (Macik, 2005) - based on Hausman IBT scale (2000) and consists on 10 items ¢ ¢ Sensation Seeking Scale Form V (Zuckerman, 1994) The Formal Characteristics of Behaviour. Temperament Inventory (FCB-TI) 11

Analysis of Correlations - SKI scale females Sensation seeking Thrill and Adventure Seeking Experience Seeking Disinhibition Boredom Susceptibility FCB-TI Activity Endurance Emotional reactivity Sensory sensitivity Briskness Perseveration *p< 0, 05 **p< 0, 01 0, 045 0, 228* 0, 416** 0, 253* 0, 244* 0, 099 0, 055 -0, 027 -0, 126 0, 048 males Z-differences -0, 066 0, 086 0, 158 0, 178 0, 774 1, 016 1, 974* 0, 548 0, 026 -0, 141 0, 151 -0, 387** -0, 349** 0, 073 1, 553 1, 680 0, 676 2, 655** 1, 655 0, 175 12

Analysis of Correlations - SZN scale females Sensation seeking Thrill and Adventure Seeking Experience Seeking Disinhibition Boredom Susceptibility FCB-TI Activity Endurance Emotional reactivity Sensory sensitivity Briskness Perseveration *p< 0, 05 **p< 0, 01 0, 261* 0, 411** 0, 484** 0, 367** 0, 314** 0, 103 -0, 021 -0, 128 -0, 150 -0, 031 males Z-differences -0, 102 0, 101 0, 086 0, 113 2, 574* 2, 336* 3, 078** 1, 891 0, 028 -0, 180 0, 110 -0, 399 ** -0, 291 ** 0, 074 2, 068* 1, 987* 0, 915 2, 046* 1, 034 0, 732 13

Formal Characteristics of Behaviour and impulsive buying tendency - women Activity β=0. 25 Impulsive Buying Tendency SKI Scale Endurance Emotional reactivity Sensory sensitivity R 2=0. 06 β=0. 32 R 2=0. 10 Impulsive Buying Tendency SZN Scale Briskness Perseveration χ2/df=1. 513 RMSEA=0. 076 CFI=0. 930 TLI=0. 915 14

Formal Characteristics of Behaviour and impulsive buying tendency - men R 2=0. 28 Activity Impulsive Buying Tendency SKI Scale Endurance Emotional reactivity Sensory sensitivity Briskness Perseveration β=-0. 34 β=-0. 30 β=-0. 36 R 2=0. 23 Impulsive Buying Tendency SZN Scale β=-0. 24 χ2/df=1. 452 RMSEA=0. 073 CFI=0. 972 TLI=0. 948 15

Formal Characteristics of Behaviour and impulsive buying tendency - women Thrill and Adventure Seeking Experience Seeking R 2=0. 19 β=0. 17 Impulsive Buying Tendency SKI Scale β=0. 31 R 2=0. 29 β=0. 31 Disinhibition Impulsive Buying Tendency SZN Scale β=0. 30 Boredom Susceptibility χ2/df=1. 528 RMSEA=0. 075 CFI=0. 987 TLI=0. 962 16

Formal Characteristics of Behaviour and impulsive buying tendency - men R 2=0 Thrill and Adventure Seeking Impulsive Buying Tendency SKI Scale Experience Seeking Disinhibition Boredom Susceptibility R 2=0 Impulsive Buying Tendency SZN Scale χ2/df=1. 077 RMSEA=0. 030 CFI=0. 994 TLI=0. 990 17

Discussion ¢ ¢ Gender moderates the relation between individual differences variables and impulsive buying tendency Women - stimulative impulse buying desire to seek new experience might be easily fulfilled by shopping, especially in impulsive manner they treat impulse buying as a kind of risky game that is to provide high level of stimulation, needed by some consumers ¢ Men - instrumental impulsive buying Low briskness and low sensory sensitivity might promote giving in to various marketing influences, like promotion, sales, etc. Men with such features cannot cope effectively with loads of information in shopping environment, so it leads to cognitive overload and unreflective behaviour 18