Abstract
Self-construal and impulse buying are hot research issues. Current research investigated how self-construal and normative evaluations affect impulse buying when shopping with others. Results of this study showed that self-construal has a different effect on impulse buying for consumers with different self-construal. Specifically, when shopping with company who tends to think impulse buying appropriate, the difference of impulse buying level is non-significant between interdependent and independent self-construal individuals; when shopping with company who tends to think impulse buying inappropriate, independent consumers buy significantly more impulsively than interdependent consumers. And the finding supports the hypothesized mediating role of consumers' normative evaluation.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
