With the limited capacity of self-control, distress people would find it unable to resist the present goal and thus are more likely to engage in impulsive buying (Rook & Gardner, 1993). This is...

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Jan 1, 2015 · This finding is in line with Rook (1987) and Rook and Gardner (cited in Beatty and Ferrell (1998)) who show that consumer mood and emotions motivate impulse buying. However, it is found that impulse buying has no effect on post-purchase mood.

It is suggested that 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, may stimulate emotional conflict, and is prone to …

Jan 15, 2017 · Impulse buying occurs when a consumer experiences a spontaneous, unplanned urge to buy something and then acts on that impulse quickly, with little or no evaluation of the purchase or its consequences (Rook, 1987).

Rook (1987) and Rook and Hoch (1985) found that some consumers explain their impulse buying as mood- related in motivation. Such buyers report how buying something on impulse helped them either...

A positive mood is conducive to impulse buying as compared to negative mood (Rook & Gardner, 1993). Stress creates negative affect may hamper a consumers’ urge to buy on impulse. Negative mood decreases the approach behavior. The effects of negative mood is quite uncertain as they

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