Gender, Self-construal and Impulse Buying Behavior of Young Thai Consumers

Abstract

The study investigated gender differences in self-construal and impulse buying among young Thai consumers. Contrary to expectations, findings indicated that Thai males were more likely to exhibit general impulse buying and mood management tendencies than females. A subsequent analysis of self-construal among the sample revealed that interdependent self-construals were more likely to report general impulse buying tendencies, while independent self-construals reported significantly higher levels of irresistible urge to buy. These results have broad implications for research and may indicate that global economic upheaval and cultural shifts may have caused traditional role shifts in Thai culture. Marketers must consider these environmental changes and strategize accordingly.