This study examines impulse buying from a cross cultural perspective using in-depth interviews. The purpose was to explore how the normative judgements of others and the consequences of impulse buying impacted buying behavior. The results indicate that respondents differed in the value placed on the normative judgements of close peers.
CITATION STYLE
Martin-Funches, V., & Park, J. E. (2015). Consequences of Impulse Buying Cross-Culturally: Or What Will My Friends Think if i Buy That? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 231). Springer Nature. https://doi.org/10.1007/978-3-319-11848-2_87
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