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Gender differences in cognitive and affective impulse buying

by A. Coley, B. Burgess
Journal of Fashion Marketing and Management ()

Abstract

The purpose of this study was to compare men and women for differences in affective and cognitive processes associated with impulse buying behavior and to identify gender differences in terms of impulsive purchases made from a variety of product categories. A total of 277 students served as the sample. Using analysis of variance tests, males and females were found to be significantly different with respect to affective process components (irresistible urge to buy, positive buying emotion and mood management) and cognitive process components (cognitive deliberation and unplanned buying). Significant differences were also found between men and women in the frequency with which the following product categories were purchased on impulse: shirts/sweaters, pants/skirts, coats, underwear/lingerie, accessories, shoes, electronics, hardware, computer software, music CDs or DVDs, sports memorabilia, health/beauty products, and magazines/books for pleasure reading.

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