Looking beyond impulse buying

Abstract

Purpose – This paper aims to conceptualize consumer impulsiveness (CI) as a global trait to explore its influence on a wider range of consumer behaviours and also presents a revised CI scale. Prior research on CI focuses on the impulse buying context and does not establish the cross-cultural invariance of the CI scale. Design/methodology/approach – Two studies with undergraduate and MBA students in Singapore, UK and USA were used to develop the revised CI scale and to test its cross-cultural measurement invariance and predictive validity. Findings – CI is a three-dimensional construct with cognitive (imprudence), affective (self-indulgence) and behavioural (lack of self-control) dimensions. However, self-indulgence and lack of self-control positively (do not) correlate for consumers with independent (interdependent) self-concepts. These three dimensions also vary in their influence on different types of self-regulatory failures. Research limitations/implications – The student participants used in all the studies may be relatively younger and better educated compared to average consumers. Hence, there is a need to test the revised CI scale with diverse consumer populations. Practical implications – The revised CI scale would help future researchers study the influence of CI across diverse cultures and self-regulatory failures in a reliable and rigorous manner. Social implications – Our findings may help control the onset and spread of self-regulatory failures among young consumers by early identification of their psychological origins. Originality/value – This paper extends the scope of CI beyond impulse buying to study its impact on self-regulatory failure across five diverse behavioural domains (driving, eating, entertainment, shopping and substance abuse).