Factors Influencing Impulse Buying Behavior

Abstract

Atantra Das Gupta and Harish Kumar

Impulse buying is a classic example of undefinable strong emotional desire that motivates one to purchase a product. Interesting subject to study the reasons of breaking the rules where the extrinsic factors investigated in this study can be linked to the fight between the “New Brain(neocortex)vs. Old Brain(reptilian brain)” where reptilian brain always wins as it responds to six stimuli namely1) self-centered,2) contrast,3) tangible,4) beginning and end,5) visual,6) emotion that creates chemical events in the brain leading to take the decision in unconscious level or a transient state between conscious and unconscious level. Various factors quantified in this study bear the manifestation of these intrinsic factors. Data has been collected from the general population through online mode, and the SPSS tool has been used to substantiate the study

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