Article Influence of Positive and Negative Emotions on Impulsive Buying Behavior Ramar Veluchamy* Priyanka Chowdhury” Palka Marchanda™™ Saumya Chauhan“ The study aims to explore how negative and positive emotions can affect consumers’ buying behavior. Consumers used to purchase only necessary items, but with the changes in lifestyle and with an increase in income, consumer buying behavior has changed. They are showcasing different types of buying behavior. The world is changing faster and so are the emotions of the people. A rapid transaction can be seen in people's emotions and their behavior which results in impulse buying. We found that both emotions positively affect the impulse purchase. Keywords: impulse buying, the impact of emotions on purchase decision, purchase intention, impulsive purchase decision, positive and negative emotions. tonrtaooD> + Assistant Professor, Xavier Insitute of Management and Entrepreneurship, Recognized Research Centre of University of Mysore, Bangaore, Email: ramar@xime.org s+ students, Xavier institute of Management and Entrepreneurship, mal: palka2Sbl@xime.org, priyanka25bl@xime.og, saumyac2Sbir@xime.org Journal of Management & Entrepreneurship, 15 (2), 2021: 56-63Influence of Postve and Negative Emotions on impulsive Buying Behavior /57 Introduction Over the last five decades, research on consumer buying behavior has struggled to better define consumer impulse buying behavior (Alireza and Hasti, 2011). The increase in consumer spending in society has led to the adoption of a new lifestyle in which they spend less time planning before buying. The lifestyles of consumers are changing today primarily as a result of increased income, which in turn leads to impulse buying (Williams and Davdis, 1972). Impulse purchases are unplanned and the performance of the stimulus contact is fixed on the spot (Tinne, 2011). Impulse buying are when a buyer without any predetermined decision is involved in the buying process. This study focuses specifically fon "impulse buying" and various parameters that contribute toit. Several studies suggest that emotions can play an important role when consumers are involved in decision making. We now live in a world where the epidemic of negative emotions and stress is becoming a major determinant of many types of activities that took place decades ago. This study will help us to know the impact of negative emotions on impulse buying. It also examines the nature of the relationship between a person's negative emotional dominance and the tendency to impulsively buy things. It takes into account the high relevance of a person's personality traits and the instinctive tendency to become an on-the-spot decision-maker, also known as a consumer with impulse purchases. This study will help marketers to develop advertising strategies and convert potential consumers into actual consumers. It is important for marketing professionals to fully understand the psychology of their target segment in order to effectively position products and brands so as to make branding decisions. On the other hand, this type of research can be useful for consumers who want to better understand their own buying patterns and who wish to control or modify them if undesired patterns arise. Literature Review ‘An impulse purchase is synonymous with "unplanned purchase". Itisan unplanned buying behavior. (Tinne, 2011) An impulse can be influenced by several factors such as social, financial or psychological. When a consumer prefers the value of money to the benefits of a product or thinks about how and to what extent the products useful, its called a utilitarian approach to purchasing. However, due to the various factors discussed later, we know that the game also has a hedonic component when consumer's stores are online or in a physical mode. The hedonic component is related to an unforgettable experience or expected behavior. Holbrook and Hirschmann and Solomon (1984), in addition to emotions such as love, hatred, happiness, boredom, etc. Impulsive purchasing decisions include emotional (consumer activation), logical (having analytical control over purchases), and compassionate (It is based on different kinds of circumstances) elements (Weinberg and Gottwald, 1985). Specifically, there are five critical components that alter impulsive consumer behavior (Rook and Hoch, 1985): impulsive and intrinsic aspiration to perform, mental imbalance, and evaluative cognitive decline. Ignorance affects impulse purchase. A study was carried out on 202 adults. The Impulsivity Scale based on consumers’ behavior is developed to examine this impulse and then linked to other aspects of consumer behavior. In-depth interviews have configured typical consumers in the factors such as the origin, and psychological content of the prototype buyer, other factors are product presence, voluntary incentives to consume, internal dialogue (cost-benefit analysis, resistance strategy, Rationalization, crime), as well as impulse and power. It is believed that the acquisition of impulses is inherently difficult. (Rook, 1987; Rook & Hoch, 1985). The review in the next section is devoted to impulse buying motivators. Internal factors are factors that promote a person's intrinsic desire to suddenly buy a product. Marketers need to represent how different product lines reflect an individual's characteristics and behaviour. Marketers can consider anew strategy into their product design thus allowing consumers to have more options to express their personality In addition, the marketers also need to focus on the social meaning of their products and communicate how their products may benefit consumers in a way ‘that would reflect their social status in society. (Dr Ramar Veluchamy, and Aishwarya Gokhale, 2021) Some studies have shown that impulse buying is stimulated by various factors, such asmood, presence, emotions, and pleasure while shopping. When these components are combined, they are called "internal factors that affect impulse buying” It has also been found that "impulse buyers differ significantly in their Journal of Management & Entrepreneurship, 15 (2), 2021: $6-63'58/ Romar Veluchamy Prank Chowdhury, Pala Marchanda and Soumya Chauhon mimetic expression than non-buyers" (Weinberg and Gottwald, 1982). The subjective responses as a characteristic of impulse buying, and being neglected to make it clear about impulses, which are always bought and drawn into purchases, even if they are not felt at the time of purchase. There are experimental and non-experimental_ stimuli {Piron, 1991), Several studies have been conducted to determine whether the presence of a particular attribute differs from non-buyer to stimulus buyer. This symptom has been termed “impulse” or “impulse buying” in many topics (Rook and Fisher, 1995). Consumers’ motivations must be seen as a trait or behavior, and people change their buying impulse routine (Rook, 1987). Badgaiyan and Verma studied the influence of impulse-buying behavior on impulse-buying behavior, as well as the influence of four other internal factors on impulse-buying behavior, materialism, culture, and personality. They included five key personality traits (emotional stability, kindness, extraversion, awareness, openness) in their study and examined the impact on impulse buying behaviors. Big Five personality traits have a significant positive effect on impulse buying behavior, which is partially supported by research by Kacen, and Lee (2002). Extraversion personality traits have been shown to be positively related, while awareness is negatively related to impulsive buying behavior. The effect of the other three attributes on impulse buying behavior was not significant in their study (Badgaiyan and Verma, 2002). Various studies have also pointed out that if person likes to buy a lot of things in a short span of time, he is more likely to buy continuously because the tendency to enjoy shopping has a positive effect on consistent purchasing behavior. (Badgaiyan and Verma, 2014). Considering Gender Influence, a study was conducted to find the difference in the types of products bought by men, and women. Men had a fast-paced approach and bought on a consistent basis. The choice of products varies and men also choose and prefer products based on more functionality and leisure time, while women prefer products that have more to do with aesthetics (Dittmar, Beattie, and Friese, 1995). There are several other findings that found out that women buy more beauty and health items because of their beauty, and are more emotional and image-based. The same study also suggests that women are more emotional and cognitive than men (Coley & Burgess, 2003) Motivational impulse purchasing and cognitive impulse buying in two different dimensions. Research investigated the predictors of impulse buying, and life satisfaction are taking into account the two parameters mentioned above. Subjective well-being is known to have the opposite effect. Although self- selection and self-esteem (a measure of self-esteem) negatively affect the tendency to purchase impulsive purchases, the tendency to purchase negative stimulus items have a negative effect (Silvera, Lavack, and Kropp, 2008). The companies should develop better social issue themes as it would help them connect with the customers, which will influence ‘the buying patterns. There should be a perfect blend of music and persistence as both trigger consumer awareness. Awareness should be created in the consumers minds by all possible means as it is the most significant factor. The companies should come up with live advertisements and even come up with one to one interactions in the rural areas as there are many untapped markets. (Ramar Veluchamy, and Rajat Gupta, 2021) News organizations can use social media platforms to increase their customer base which otherwise is a challenging thing to do, Newspaper publishers should look into consumer behavior so that they can print according to their convenience which will increase the readability of the paper. Ultimately, increasing the customer segment and profitability. The language used in the newspaper should be easy and readable as analysis, above resulted in the same. According to the findings, consumers prefer the latest news in hard copy of newspapers whereas for online access of news they prefer instant updates. Therefore a publisher should focus on capturing the latest news and providing the same to the customers. (Dr. Ramar V, and Rutika Ghawande, 2021) Consumers who use YouTube in specific ways will be affected by such sites, according. to this analysis, if shops engage with them in similar ways. The paper attempted to provide insights into some of the factors contributing to consumer buying. behavior depending on the reviews of a YouTube tech influencer but many others factors are yet to be considered. Since there is a growth in the number of people using these online platforms in the current pandemic situations factor like privacy could also be a main concern. (Dr. Ramar V, and Reema Sans, 2021) With increasing education level, it is found that Journal of Management & Entrepreneurship, 15 (2), 2021: 56-63,Influence of Postve and Negative Emetions on Impulsive Buying Behovor /59 people prefer private cab service over carpooling services. Factors such as price factor, privacy, comfort, environmental friendliness, weather, travel duration, waiting time, ease of booking, offers and cashback don’t have an impact on consumer's choice. There is a certain cause and effect impact of customer demographics on consumer choice. (Ramar V, and Purbayan Paul, 2021) Education about Personal finance can be imparted to the employees through TV programs, community workshops and seminars. Financial institutions must leverage the popular media channels such as TV and Internet. The basic financial education should be introduced into the core-curriculum at various levels in the education system to improve the level of financial literacy ‘among students which would form the working class in the future. (Ramar V, and Prachi Agarwal, 2021) Moving with various emotions and sudden expansion of shopping can cause mood swings. Some shopping has the hope of having negative emotions, which we hope will lft their mood. Therefore, negative mood buyers understand that purchasing consistency is the solution and the mood-changing strategy. Rook (1985) found in his study that people with extremely negative emotions could not participate in shopping Good moods suddenly affect both types of buyers, but negative moods such as sadness and frustration can encourage buyers to buy more suddenly. (Rook and Gardner, 1993). External factors are a part of the external or external environment. Various studies were conducted to examine various factors such as shopping, culture, store environment, and browsing level. The effects of social influence were also investigated. Social influence means how sensitive the user is to the interaction so that the interaction influences the behavior of the users. The social impact was investigated in two components (Silvera, 2008). Stern points out nine factors that have a lasting impact on purchases, including the following: Ease of purchase, need for small items, mass delivery, self- service, mass advertising, celebrity boutique show, short product life, and small size or light warehouse. Another study examined three situation variables and then examined their moderating influence on impulsive buying behavior. These variables are the availability of time, presence of money, the definition of tasks. The results showed that although the availability of money and the definition of tasks are moderating factors, the availabilty of time is not a moderating factor and therefore does not influence impulsive buying behavior (Chang, Yan, Eckman, 2014)). The researcher tried to find the culture and he studied in two different parts as individualistic and collectivist aspects. The results of the study showed that "culture influences the relationship between impulsivity in purchasing characteristics and impulsive purchasing behavior”. Collectivists have the characteristic of buying impulsivity in the same way as individualists, they repress this characteristic impulse and act in a way that corresponds to cultural norms and reduces their impulsive buying behavior (kacen, and Lee, 2002). Classification of Impulse Buying 1. Pure impulse purchase In physical stores, many times similar types of products are placed next to the checkout. Products that trigger the purchase of emotional stimuli. This, type of impulse buying is also known as “escape buying”. These products can have a nice and inviting packaging, or it can be a brightly wrapped magazine. People are very emotional and buy products even when they do not match with their emotional behavior. In other words, its a classic impulse buy. 2, Suggestion impulse purchase This is when the consumer discovers something in the store that he would not otherwise buy, but now ‘that some rational ideas have come up and he is convinced that he needs it. So the customer is still making a forced purchase, basically something they don't really need, but the argument makes them feel that the purchase is based on a reason or need, not on emotion. 3. Reminder impulse purchase This kind of stimulation is based on purchase reminders. With this type, customers usually do not plan to buy the item but prefer to store it by placing it in the store (online or offiine). 4, Planned impulse purchase This is also called programmed impulse purchase. Often, this starts at a low or offer price. Again, customers are buying what they don't need or need more. Journal of Management & Entrepreneurship, 15 (2), 2021: $6-6360/ Romar Veluchamy Priyanka Chowdhury, Polka Marchanda and Soumya Chauhon Research Gap Many researchers have understood the importance of emotions in augmenting or sometimes causing impulsive buying, Further, researchers have classified impulse buying into four different types. There are pure impulse buying, impulse buying, proposed stimulus buying and planned stimulus buying (Stern, 1962). There are 4 types of classification put forward, the most common being “exposure to stimuli". There are two types of factors that provide a certain kind of stimulus for impulsive buying behavior. They are physical features and psychological features. There are quite a few studies that have probed into finding the determinants of impulsive buying behavior. One of the determinants is emotions both positive and negative. However, one research gap identified during the literature review is whether positive emotions influence impulse buying more than negative emotions or do negative emotions have a greater influence. Also, there is scope to probe into how planned impulse buying works and What are its determinants. For this study, we refer to planned impulse buying as 2 phenomenon in which the customer decides before starting to shop that they want to spend money and buy whatever seems right just for the sake of satisfaction to be received from spending money. Even if that was not entirely a rational decision. Thus, there is scope for further explanation on the topic of planned impulse buying. Further, it has been established that both psychological factors like personality traits and emotions affect impulse buying behavior. However, we still have scope to probe into how well both of them explain the phenomenon of impulsive buying behavior and test it empirically Research Methodology The income of impulse shoppers, age and physical features which act as a stimuli for impulse buying are taken as extraneous control variables. Negative Emotions, Impulsivity, and impulse buying are constructs for the purpose of the present research. The research objective is to probe into whether negative emotions affect impulse buying more than positive emotions. Research questions are "Do dimensions of negative emotions impact impulse buying behavior?”, “What is the nature of the relationship between the dimensions of negative emotions and impulse buying behavior?” Hypotheses include Negative emotions that do not impact impulse buying behavior. Constructs are emotions and impulsive buying. Sub constructs are dimensions of emotions that are positive and negative emotions. Ho: Both positive and negative emotions impact impulsive buying equally. Ha: Negative emotions affect impulsive buying more than positive emotions, Conceptual Framework: feceen Srattnaciner Scope of the Study The scope of the study includes establishing that emotions have a remarkable effect on the impulsive purchasing behavior of a consumer. We are studying consumer products in all categories irrespective of specific interest categories for clothing, beauty products, education-related, electronics, technology products, home furnishings, etc. This study will also be inclusive of both online and brick-and-mortar customers. In addition to establishing the existence of the impact of emotions, we will also probe into ‘whether negative emotions impact impulsive buying. behavior morein comparisonto positive behavior. This will be tested by comparing the correlation between negative emotions and impulse buying and on the other side correlation between positive emotions and impulse buying, Also, the data has been collected from respondents of different categories: students, homemakers, salaried personnel, and self-employed professionals. One of the underlying assumptions is ‘that all respondents are financially sound and have access to money to satisfy their impulsive buying tendencies in varying levels of intensity. Location is Bengaluru. Bengaluru being a Tier 1 city. if possible, we may also include other cities like Bhubaneswar, Indore, Nagpur, and Gurgaon in future efforts Journal of Management & Entrepreneurship, 15 (2), 2021: 56-63,Influence of Postve and Negative Emotions on impulsive Buying Behavior /62 Sampling and Specifics of Data Collection The study was conducted using primary data. The data was collected from a set of respondents chosen through a simple random sampling technique. Subsequently, structured questionnaires was sent to all the identified participants for the study. Some of them were interviewed face to face or telephonically as per feasibility. Variables and Measures The dependent variable in the study is the proportion of goods bought through an impulse from a basket of goods a customer buys. This variable aptly captures the impulsive buying behavior of customers. Also, it allows us to be unbiased in terms of variation in purchasing power and income of respondents as we have considered proportion instead of absolute values. The independent variable is the intensity of feeling positive and negative emotions and that is sub-categorized into the intensity of different dimensions of positive and negative emotions. The dimensions of positive emotions bring happiness, joy, optimism, peace, contentment, and love, The dimensions of negative emotions being pessimism, disappointment, anger, despair, hurt, jealousy, hunger, anxiety, and frustration. The intensity of the emotions can be measured on a scientifically designed Likert Scale and then capture the response into 3 classes like high, medium, and low intensities, In addition, we can also consider a Summated Likert Scale wherein we add all the responses of a person against his/her positive feelings and consequently find the total score for the intensity of positive feelings. Similarly, for negative feelings, we applied linear regression modeling and analysis to the data collected in order to establish which dimension of emotion provides a greater explanation of impulse buying behavior. Using factor analysis, we can further look into the correlation between positive emotions and impulse purchasing and, on the other side negative emotions and impulse buying. We can compare these correlations to find out the strength of impact and nature of the relationship between the independent and dependent variables. Data Analysis For the data collected from over 200 respondents through questionnaires and interviews, four regression models were made in order to evaluate the effect of different dimensions of emotions on impulse buying behavior. Models were created keeping different combinations of the independent variables after doing correlation analysis between the variables. The independent variables were feelings like sadness, helplessness, vindictive, hunger, regret, anxiousness, disappointment, happiness, peace, satisfaction and excitement. The dependent variable was taken as the amount spent on impulse buying out of a basket of goods worth Rs.1000. The overall R squared value is coming at 75% and the values are significant. Due to the limited data available, the analysis was carried out at 90% confidence level Models were created taking together all positive and negative emotions into account together in one study. Other models were created with only positive emotions interacting with the dependent variable and only negative emotions with the dependent variable. Overall it was found that emotions like sadness, happiness, and encouragement are significantly affecting impulse buying behavior in consumers. Interpretations and Findings It was found from the evaluation of the regression models that when all the positive and negative emotions are there in one model then only upset, happy, and encouraging emotions are significant. Regretful, hungry, excited, and helpless emotions are not significant. It should be noted while upset and happy have a direct relationship with impulse buying, encouraging or inspiring emotions are inversely related. That means a person is not likely to indulge in impulse buying when feeling encouraged or inspiring. There is another model with 75% R square value which reveals only when the negative emotions are taken into consideration to see the effect on impulse buying, upsetting emotions are significant and the others like hunger, helplessness etc. are not. significant. Similarly, when only positive emotions are taken into consideration in to the model, happiness is the only emotion that is significant whereas peace, satisfaction or excitement, etc do not affect the dependent variable significantly. When we compare the models with only positive emotions and negative emotions separately we can see that the model with only negative emotions has a valid R square value of 75% whereas the model Journal of Management & Entrepreneurship, 15 (2), 2021: $6-6362/ Romar Vluchamy Priyanka Chowdhury, Poa Marchanda and Soumya Chauhon with only positive emotions is not significant. This leads us to the interpretation that negative emotions are affecting impulse buying behavior more than positive emotions. This interpretation is further strengthened when we carry out a regression analysis taking only upset and happiness as the independent variables. The regression equation can be written as the Amount spent on impulse buying 13.579 (Happy) + 29.003 (upset) +197.309. The above-mentioned equation can be interpreted as for every unit increase in the happiness emotion, the amount spent on impulse buying increases by 13.6 units. For every unit increase in upsetting emotions, the amount spent on impulse buying increases by 29 units. From this, it can be concluded that negative emotions affect impulse buying behavior more than positive emotions. Therefore, the hypothesis that both types of emotions affect impulse buying behavior equally can be rejected Recommendations Individualists are considered more impulsive shoppers compared to collectivists. Brands speak to consumers in terms of a solution to the negative emotions they are feeling and then it has the potential to garner more attention than presenting the product. Companies can change the narrative of message through advertisements and promotions to create a sense of escape or cure from difficulties of day-to-day life which can be found by customers than the portrayal of possible happy times by using the product. In this context products and services can be placed and distributed in shopping floors posing as solutions to negative emotions which can be a guaranteed way to increase sales. Conclusion Studies have been done to demonstrate the correlation between positive emotions and impulse buying, We found the relation between both negative and positive emotions and impulse purchase behaviour. Some emotions such as upset, happiness, and encouragement significantly affect buying behaviour. When we compare the effect of negative emotion and positive emotion, we found that negative emotions are affecting impulse buying behavior more than positive emotions. Hence the objective of this study is achieved since the results obtained have demonstrated how different dimensions of positive and negative emotions can affect impulse buying behavior in consumers. However, further research efforts are recommended in this exciting area of study. References K, and Hasti, ¥. (2011). Evaluating Effective Factors on Consumer Impulse Buying Behavior, Asian Journal of Business Management Studies, 2(4), 174-181. ‘Anant Jyoti Badgaiyan and Anshul Verma. (2014). Intrinsic factors affecting impulsive buying behavior, Journal of Retailing and Consumer Services, 21(4), 537-549. Chang, HJ, Yan, R-N., Eckman, M, (2014). Moderating effects of situational characteristics on impulse buying, International Journal of Retail and Distribution Management, 42, 298. Coley, A. and B. Burgess. (2003). Gender differences in Cognitive and affective impulse Alireza, Buying, Journal of Fashion Marketing and Management, 7(3), 282-295. Dennis W. Rook. (1987). The Buying Impulse, Journal of Consumer Research, 14(2), 189-199, Dennis W. Rook and Stephen J. Hoch. (1985). Consuming. Impulses in NA - Advances in Consumer Research, 12, 23-27. Dennis W. Rook and Robert J. Fisher. (1995). Normative Influences on Impulsive Buying Behavior, Journal of Consumer Research, 22(3), 305-313. Dittmar, H., Beattie, J, Friese, S. (1995). Gender identity ‘and material symbols: Objects and decision considerations in impulse purchases, Journal of Economic Psychology, 16 (3), 491-511. Francis Piron. (1991). Defining Impulse Purchasing in NA - Advances in Consumer Research, 18, 509- 514, Gardner, M.P, Rook D. (1988). Effects of Impulse Purchases on Consumers’ Affective States in ‘Advances in Consumer Research. Vol. XV, Ed. M. Houston, Provo, UT: Association for Consumer Research, 127-130, Hawkins Stern. (1962). The Significance of Impulse Buying Today. Journal of Marketing. 26, 59-62. Hirschman, Elizabeth C. and Michael R, Solomon. (1984). Usilitarian, aesthetic, and familiarity responses to verbal versus visual advertisement, Advances in Consumer Research, 11, 426-431, Journal of Management & Entrepreneurship, 15 (2), 2021: 56-63,Lnftuence of Postve and Negative Emetions on Impulsive Buying Behovor / 63 Kacen,JJ., Lee, J.A. (2002). The Influence of Culture on Consumer Impulse Buying Behavior, Journal of Consumer Psychology, 2, 163-176. Morris 8. Holbrook, Elizabeth CHirschman. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research. 9(2), 132-140. Prachi Agarwal, Dr. Ramar Veluchamy, (2021). ‘Awareness of Salaried Employees towards Investment Portfolios, Business Research and Innovation, Excel Publications, 1, 451-460. Purbayan Paul, Dr. Ramar Veluchamy, (2021). Factors of Consumer’s Choice on Online Cab Booking, Anthology of Multi-functional perspectives in Business and Management Research, 2, Eureka Publications, 229-239, Aishwarya Gokhale, Abinash Mishra, Dr. Ramar Veluchamy, (2021), Factors influencing Purchase Decision and Consumer Behavior in Luxury Cars, Dogo Rangsang Research Journal, 11,72) Reema K Sans, Parvathy Rajagopal, Dr. Ramar Veluchamy, (2021), Impact of YouTube Tech Influencers on the Consumer Buying Behavior of Electronic Gadgets, Sambodhi, 44, 01(XiI), 173-180. Gawande, Saloni Keshwani Dr. Ramar Veluchamy, (2021), Factors determining choice Rutika of newspapers a reader buy, Sambodhi, Vol-44 No-O1(XIl), pp. 181-186. Veluchamy, R. Gupta, R, Sagar, R. and Chowdhury, R. (2021). Impact of Social Issues in Marketing. In Meduri, ¥. & Kutchu, V. (Eds), Proceedings of 3rd International Conference - Impact of Current Events on the Future of Business, 115- 123. Delhi: Journal Press India. Retrieved Agarwal, P. Agarwal, R. , Mishra, P. & Veluchamy, R. (2021). Influence of Consumer Behaviours towards Online Shopping. In Meduri, ¥. & Kutchu, V. (Eds), Proceedings of 3rd International Conference - impact of Current Events on the Future of Business, (pp. 184-188). Delhi: Journal Press India, Silvera, D. H., Lavack, A. M., Kropp, F. (2008). Impulse buying: The role of effect, social influence, and subjective well-being, Journal of Consumer ‘Marketing, 25(1), 23-33. Tinne, W. S. (2011), Factors Affecting Impulse Buying Behavior of. Bangladesh. ASA University. Weinberg, P,, W. Gottwald, (1982). Impulsive Consumer Buying as a Result of Emotions. Journal of Business Research, 10, 43-57. Williams and Dardis, (1972). Impulse buying varies by product. Journal of Advertising Research, 18 (6), 15-18. Journal of Management & Entrepreneurship, 15 (2), 2021: $6-63