Can Search for Happiness Lead to Impulse Buying ? A Multi-method Investigation of Happiness as an Internal Motivator to Impulse Buying
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Purpose: Ephemeral positive emotions like fun, excitement and pleasure have been associated with the phenomenon of impulse buying in previous studies. However, most of the studies in the past have looked at emotions which are momentary or short lived. This study extends the literature further by establishing a link between a more enduring positive emotion called ‘happiness’ and impulse buying. Design/ Methodology/ Approach: In the endeavour to understand various facets of ‘happiness’ in shopping and impulse buying, a qualitative study was undertaken. These findings were used to develop scales pertaining to the constructs. A grounded theory approach was used to develop hypothesis from in-depth interviews. The hypothesis was tested by collection and analysis of survey data. Findings: Results support the hypothesis and indicate that happiness and impulse buying are positively and significantly related. Regression analysis further established causal relationship between ‘happiness’ and impulse buying. Originality/ Value: This study makes a two-fold contribution to literature as well as practice through creating and validating instrument for measuring ‘shopping happiness’, and by establishing a causal relationship between happiness and impulse buying. This validation of ‘happiness’ as an internal motivator to impulse buying has several important implications for retail outlets and have been discussed at the end of this paper.
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How to Cite
Kalla, S. M. & Goyal, A.. (2012). Can Search for Happiness Lead to Impulse Buying ? A Multi-method Investigation of Happiness as an Internal Motivator to Impulse Buying. Journal of Business and Retail Management Research, Volume 05 Issue 1.
Citation Context
APA
Kalla, S. M. & Goyal, A.. (2012). Can Search for Happiness Lead to Impulse Buying ? A Multi-method Investigation of Happiness as an Internal Motivator to Impulse Buying. Journal of Business and Retail Management Research, Volume 05 Issue 1.
MLA
Kalla, Supriya M., and Anita Goyal. "Can Search for Happiness Lead to Impulse Buying ? A Multi-method Investigation of Happiness as an Internal Motivator to Impulse Buying." Journal of Business and Retail Management Research, Volume 05 Issue 1, 2012.
Chicago
Supriya M. Kalla and Anita Goyal. "Can Search for Happiness Lead to Impulse Buying ? A Multi-method Investigation of Happiness as an Internal Motivator to Impulse Buying." Journal of Business and Retail Management Research Volume 05 Issue 1 (24 Feb 2012).
Harvard
Kalla, S. M. & Goyal, A. (2012) Can Search for Happiness Lead to Impulse Buying ? A Multi-method Investigation of Happiness as an Internal Motivator to Impulse Buying. Journal of Business and Retail Management Research, Volume 05 Issue 1
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