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THE IMPACT OF EXTERNAL AND INTERNAL STIMULI ON IMPULSIVE

PURCHASING
Regina Virvilait1, Violeta Saladien2, Jrat vinklyt3
1

Kaunas University of Technology, Lithuania, regina.virvilaite@ktu.lt

Kaunas University of Technology, Lithuania, violeta.saladiene@ktu.lt
3
Kaunas University of Technology, Lithuania, jzvinklyte@projektucentras.lt
2

Abstract
Following Harmancioglu (2009), already more than fifty years scientists are interested in phenomena
of impulse purchasing. Theoretical and empirical research of impulsive purchasing showed that there is no
unified attitude towards this consumer behaviour concept and stimuli that induce impulsive purchasing.
The problem: what is impact of external an internal stimuli on impulsive purchasing?
The aim: to justify in theory and empirically test the impact of external and internal stimuli on
impulsive purchasing in case of outfit goods.
Theoretical results: distinguished core stimuli effecting impulsive purchasing.
Empirical results: theoretical model reflected impulsive purchasing process of outfit goods and stimuli
influencing it. The performed mean estimation of internal and external stimuli factors and correlation analysis
allow to determine the stimuli impact. Risen hypothetical affirmations in the research were confirmed.
Research methodology: systemic and comparison analysis, qualitative and quantitative research
method.
Keywords: impulsive purchasing, external stimuli, internal stimuli, hedonistic motives, consumer
behaviour.
JEL Classification: M31.

Introduction
Following Harmancioglu (2009), already more than fifty years scientists are interested in phenomena
of impulse purchasing. Manny theoretical and empirical studies on impulsive purchasing research have
focused on internal and external stimuli of consumer impulsive purchasing because this behaviour may
become one of the most important tools keeping constant level of sales. Theoretical and empirical research of
impulsive purchasing showed that there is no unified attitude towards this consumer behaviour concept and
stimuli that induce impulsive purchasing.
Piron (1991), Thompson (1990) and the other have determined that impulsive purchasing is the
expression of consumers hedonistic desire satisfaction. Solnick (1980), Ainslie (1975) and Rook and Fisher
(1995) state that this behaviour is usual for psychologically unstable personalities. Dittmar (1996) further
added this attitude stating, that impulsive purchasing is the symbol of personalitys individual and social
identity. Han (1991), Park and Burns (2005), Prendergast and Wong (2003) as well as Gutman and Mills
(1982) tried to explain impulsive purchasing behaviour through consumers high involvement into fashion.
Youn (2000) indicated this behaviour as integrity of emotional and cognitive process.
Though many of mentioned scientists performed a comprehensive research on factors effecting
impulsive purchase behaviour in the market of consumer goods, nevertheless there were no proper studies
selecting a particular group of products and indicating general effect of internal and external stimuli to
impulsive purchasing. Therefore we think it is purposeful to ground theoretically and to test empirically the
influence of internal and external stimuli on impulsive purchasing in case of outfit goods.

The concept of impulsive purchasing

Following Stern (1962), planned purchasing behaviour distinguished by information search and its
processing. Unplanned purchasing is described as decision making process without previous planning. Such
purchase is impulsive, and the essential dissimilarity between planned and impulsive purchasing types is
different relative speed of purchase decision making process.
Piron (1991) describes impulsive purchasing by four criteria: impulsive purchasing is unplanned;
immediate nature of the behaviour; the consumer experiences emotional and/or cognitive reaction; behaviour
arise emotional reaction.
Hausman (2000) describes impulsive purchasing as the respond to unplanned purchasing of goods.
Recent research on impulse buying behaviour indicates that individual consumers do not view their specific
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purchases as wrong and indeed retrospectively report a favourable evaluation of their behaviour. Impulsive
purchasing is being stimulated by impact by the surrounding. Therefore the essence of impulsive purchasing
is more valuable time spending than a shopping itself.
Rook (1987) states, that impulsive purchasing behaviour is based on a sudden stimulus, followed by
excitement and/or pleasure and/or irresistible urge to buy. Impulsivity is consumers lifestyle feature. This
scientist determined that different consumers experience impulsive purchasing in different ways. Therefore
impulsive purchasing becomes a problem with negative consequences that is reluctant to deal. Often
impulsive purchases are related with post-purchase, return of goods, financial issues, frustration,
dissatisfaction with the goods purchased, guilt and others objections to such purchases.
Rook and Gardner (1988) think that impulsive consumers experience stronger feelings than those who
tend to plan purchases.
Rook and Fisher (1995) define impulsive purchasing as consumers tendency to perform spontaneous,
unconsidered and fast purchases. Consumers try to control congenital impulsive inclinations and because
they realize it as unfavourable behaviour and dont want to accept it as uncontrolled one.
Bellender (1978) recognizes that notwithstanding risk and possible negative associations with this
behaviour, impulsive purchasing is our present. The performed research showed that from 27 to 62 per cent
of purchases are performed impulsively.
Solomon (2002) determined three types of decision making: spontaneous purchase; impulsive purchase
and compulsive purchase. Spontaneous purchase is identified when a buyer is not familiar with the shop and
trade arrangement in it, saving the time or stimulating to buy because of presented information in displays
and shop shelves. Unlike the spontaneous purchase, impulsive purchase is noticed when a consumer doesnt
resist to buy a product. In view of this, product range at the cash desk is formed. Compulsive purchasing is
determined taking into account if purchases are often and if excessive purchase appears, the reason of which
mostly is boredom, stress or anger.
Dittmar (1996) states, that in many well-developed countries of the world modern and post-modern
importance of consuming is related with personalitys expression. Purchasing become the most important
free time and lifestyle activity. It explains the growing tendency of unplanned and unnecessary purchasing.
Following Dittmar and Drury (2000), dramatic increase of personal income disposal and credit card
usage possibilities for impulsive purchasing in retail trade created possibilities to make it dominant consumer
behaviour.
Bayley and Nancarrow (1998) stress that impulsive behaviour can be described as explosive,
extremely interesting, hedonic purchase behaviour complex, where process rapidly ignores information
search and other purchase alternatives.
Mesiranta (2009) states, that impulsive buying can be conceptualized being part of a continuum
ranging from planned purchases to pure impulsive purchases and vice versa.

Factors stimulating impulsive purchasing

Impulsive purchasing behaviour is stimulated by different factors. Based on theoretical and empirical
studies there are distinguished main factors stimulating impulsive purchase.
Emotions. Beaty and Ferrell (1998), Rook (1987), Gardner and Rook (1993) relate impulsive purchase
behaviour with certain consumer mood. Beaty and Ferrell (1998) determined, that consumers positive
emotions are related with urge to buy on impulse. Therefore impulsive consumers are more emotional than
non impulsive consumers. Dittmar (1996) found, that mood for some consumers may be the most important
psychological circumstance, stimulating impulsive buying. Mick and DeMoss (1990) stated that people
sometimes present gifts to one wishing to raise the mood. Gardner and Rook (1993) defined the relation of
impulsive purchasing both with negative and positive emotions. Comparing with negative emotions, a
consumer full of positive emotions would express higher impulsivity due to the sense of being
unconstrained; desire to award oneself and higher energy flow. Verplanken (2005) stated, when we compare
impulsive and non-impulsive consumers, the latter usually follow by rational and utilitarian decisions.
Purchasing experience of impulsive consumers is based on high emotions.
Supermarkets. Beatty and Ferrell (1998) defined, that visitors of big supermarkets are characterized in
impulsive purchase behaviour more often. Observation of products in different shops and experienced
emotions are closely related with impulsive purchasing. Following Gardner and Rook (1993), impulsive
purchasing that occurs often is related with desire to change (negative) or extend (positive) emotional state
while shopping.
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Purchase experience. Rook and Fisher (1995) determined, that purchase experience may be same
important as influence of situational factors.
Individualism and collectivism. In the research performed by Lee and Kacen (2007) was determined
that exist differences while purchasing by planning and impulsively. They determined that the effect of
purchasing impulsively together with another person is distinctive in different cultures. Consumers from
collectivist cultures are more satisfied when buy on impulse together with other persons than when buying
alone. Individualists did not express any major difference in process satisfaction when buying alone or with
someone else. Planned purchases do not influence either collectivistic or individualistic culture representatives.
Sex. Following Kollat and Willet (1967), if the number of purchase is stabile, then both women and
men distinguish with similar degree of susceptibility to buy impulsively. Dittmar (1996) and Rook and Hoch
(1985) determined, that women different goods buy more impulsively with higher emotional level than men.
Coley and Burgess (2003) performed studies showed that women are more impulsive in emotional and
cognitive aspects.
Shop environment. Following Donovan and Rossiter (1982; 1994), shop environment that is strongly
stimulated and enjoyable is related with better possibility of impulsive purchasing behaviour manifestation.
Leith and Baumeister (1996) determined, that consumers excitement reduce possibility to think about the
actions taken. Consumers stimulation at the shop is possible though exclusive aromas (Mattila and Wirtz,
2008), sounds (Holbrook and Anand, 1990) or colours (Valdez and Mehrabian, 1994).
Social interaction. Following Turley and Millliman (2000), shop staff and other consumers belong to
social factors influencing unplanned purchases. It is supposed, that help of the shop staff for consumers
stimulates process of impulsive purchasing. Consumers are provided with information about the goods,
different possible alternatives or substitutes are offered and small gifts are promised. Other consumers very
often became an impulse to buy.
Hedonic motives. Piron (1991), Rook (1987) and Thompson (1990) link impulsive purchase behaviour
with consumers hedonic needs satisfaction. Following Hausman (2000), essential hedonic motives of
impulsive purchasing are pleasure, novelty, surprise, fun and emotional exaltation. Consumers more likely to
buy impulsively when they are motivated by hedonic needs. Cobb and Hoyer (1986) and Rook (1987) found,
that consumers feel high and take on new energy following after purchase process.
Return of goods. Impulsive consumers are more likely to experience after purchase regret and return
goods, because of unplanned buying than those who buy carefully considering purchase possibilities. It was
determined, that consumers, who bought apparel and jewellery on impulse, after purchase estimate oneself
behaviour negatively. Though purchasing it they felt excitement and satisfaction of the process, later they
affirmed that experienced negative feelings and frustration.
Involvement into fashion. Consumers, following the latest fashion trends, are characterized by high
degree of involvement into fashion and impulsive purchasing as well. Han (1991) determined that high
degree of involvement into fashion stimulates to buy impulsively because of existing experience and sensual
signals. To fashion oriented impulsive purchase is often related with hedonic consuming tendencies and
positive emotions.
Gutman and Mills (1982) identified four dimensions of orientation to the fashion: fashion leadership,
interest in fashion, the need to be well dressed and fashion failure. Following these dimensions Huddleston
(1993) firstly identified tendencies of individualslifestyle and consumer behaviour. Later, Lumpkin (1985)
included these dimensions as one variable of purchase orientation determination.
Age. Performed studies in this field showed, that age effect impulsive purchasing.
Psychology of the individual. Socio-psychological aspects and its influence to consumer behaviour are
studied through motivation. An individual who perceives that there is a discrepancy between his or her actual
self and his or her ideal self and who is prone to use material goods to compensate for this discrepancy
should have excessive buying tendencies. (Dittmar, 1996). Many foreign scholars argue that the lack of time,
financial resources, and the portability of the product, store location, weather or traffic may also be factors
that contribute to impulsive buying.

Empirical research of internal and external stimuli effect to impulsive purchasing

Marketing research methodology was applied for the research of internal and external stimuli effect on
impulsive purchasing in case of outfit goods. We referred to Burinskiene & Rudzkiene (2007) offered
marketing research process consistency and modified it taking into account specificity of peculiarities of
impulsive purchasing.
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The following methods were used for the research: 1. focus group for qualitative research; 2. a
questionnaire survey - for the quantitative research.
Results of qualitative research have not completely identified internal and external stimuli effecting
impulsive purchasing; therefore we performed quantitative research a questionnaire survey, in order to
obtain complete, accurate and representative results of the research. In this study, the universe was women
living in Kaunas. Convenience sample was used to select respondents. In this research 163 respondents have
participated.
Formulated aim and fulfilment of goals for this research is related with the following hypothetical
statements:
H1: Shop environment affects impulsive purchasing of outfit goods;
H2: Shop staff affects impulsive purchasing of outfit goods;
H3: Integrated marketing communications affect impulsive purchasing of outfit goods;
H4: Emotional and cognitive estimation affect impulsive purchasing of outfit goods;
H5: Hedonic motives and related positive emotions affect impulsive purchasing of outfit goods;
H6: Consumers involvement into the fashion affect impulsive purchasing of outfit goods.
The biggest part of respondents (53%) comprised women under 30 years of age, besides 68% of
women participated in survey have higher education. Almost one fifth of respondents (19%) stated that they
are studying at present, and 13% of survey participants indicated that do not have higher education.
Internal and external stimuli affecting impulsive purchasing of outfit goods. According to the
survey results it can be stated, that shop environment is treated by respondent as the most important factor
of external stimuli group affecting impulsive purchasing of outfit goods. Estimation mean of shop staff and
integrated marketing communications is the same. Hedonic motives are the most important factor in internal
stimuli group. Emotional and cognitive estimation and consumers involvement into the fashion are
estimated with lower mean. (2,8 and 2,6 respectively).
Components of external stimuli group factors:
Shop environment: exposition of goods, colours, window decoration and music;
Shop staff: attention and goodwill as well as efficient consultations;
Integrated marketing communications: price discount, quantity discount, coupons and lottery.
Components of internal stimuli group factors:
Emotional and cognitive estimation; emotional estimation and cognitive estimation;
Hedonic motives: pleasure, novelty, surprise, fun and positive emotions;
Involvement into the fashion: fashion trends, news, celebrities and famous brand products.
Following the research results, it can be stated that respondents are affected to buy most of all by
exposition of goods in the shop, eye catching colours and window decorations. There are no other tendencies
among components of external stimuli group factors, though staff attention, goodwill and price discount are
estimated most favourably.
The most important components of internal stimuli group factors are pleasure, novelty, surprise, fun
and cognitive estimation, fashion trends and positive emotions. The rest components are estimated very
similar, except temptation to buy famous brand products, which estimation mean is the least.
Shop environment, integrated marketing communications and involvement into the fashion estimate
more favourably respondents with not completed higher education comparing with other education groups.
Though statistically important differences exist only in shop environment and involvement into the fashion
group of factors.
All groups of factors except shop staff, there are determined the highest estimation means in categories
of students and working students. It can be concluded, that these respondents are affected by majority of
internal and external stimuli. It was determined statistically significant differences in integrated marketing
communications and emotional and cognitive estimation groups of factors. Marketing communications
between a specialist and a working student as well as a worker. Emotional and cognitive estimation
between a specialist and a working student.
Respondents under 30 years of age estimate most favourably internal and external stimuli, comparing
with the other two age groups. Though it can be concluded that in this age group both internal and external
stimuli affect at the most. Statistically significant differences exist in the group of external stimuli among
respondents between 30 and 41 and over in an age group.

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Internal and external stimuli the most affect women with not completed higher education and the leastwithout higher education. Statistically significant differences exist in the group of external stimuli among
respondents having no higher education and with not completed higher education. Estimation means of
internal and external according to monthly income are estimated evenly in all income categories. Though it
can be concluded that different income level do not prejudge the internal and external stimuli affect the
purchase of outfit goods. Statistically significant differences do not exist.
Impulsivity. The highest impulsivity is determined to women with not completed higher education,
under 30, working students or students. It can be concluded that the most often impulsive purchases in case
of outfit goods can be noticed for women having mentioned characteristics.
Internal and external stimuli correlation with impulsive purchasing of outfit goods. Research
results show that exist low and mean correlation with p<0.01 reliability and respectively weak and strong
link among all internal and external stimuli and impulsive purchasing of outfit goods.
The most important and the strongest correlation link is among the following: integrated marketing
communications and impulsive purchasing of outfit goods (rho= 0,465, when p< 0,01); emotional and
cognitive estimation and impulsive purchasing of outfit goods (rho= 0,578, when p< 0,01); hedonic motives
and impulsive purchasing of outfit goods (rho= 0,581, when p< 0,01); involvement into the fashion and
impulsive purchasing of outfit goods (rho= 0,449, when p< 0,01).
Weak correlation link is among the following: shop environment and impulsive purchasing of outfit
goods (rho= 0,275, when p< 0,01); shop staff and impulsive purchasing of outfit goods (rho= 0,202, when p<
0,01).
On the base of quantitative research results in the work raised hypothetical statements were tested, as
follows:
H1: Shop environment affects impulsive purchasing of outfit goods. This hypothetical statement
was confirmed, following respondentsestimation mean (3,2) of this factor and performed correlation
analysis (Spearman correlation coefficient rho=0,275 with p<0,01 reliability). Shop environment effect to
impulsive purchasing of outfit goods is determined but the link between these two variables is weak.
H2: Shop staff affects impulsive purchasing of outfit goods. This hypothetical statement was
confirmed, following respondentsestimation mean (2,7) and performed correlation analysis (Spearman
correlation coefficient rho=0,202 with p<0,01 reliability). Shop staff effect to impulsive purchasing of outfit
goods was determined but the link between these two variables is weaker than between shop environment
and impulsive purchasing of outfit goods.
H3: Integrated marketing communications affects impulsive purchasing of outfit goods. This
hypothetical statement was confirmed, following respondentsestimation mean (2,7) and performed
correlation analysis (Spearman correlation coefficient rho=0,465 with p<0,01 reliability). Integrated
marketing communications effect to impulsive purchasing of outfit goods was determined. Correlation
between these variables is strong.
H4: Emotional and cognitive estimation affect impulsive purchasing of outfit goods. This
hypothetical statement was confirmed, following respondentsestimation mean (2,8) and performed
correlation analysis (Spearman correlation coefficient rho=0,578 with p<0,01 reliability). Emotional and
cognitive estimation affect to impulsive purchasing of outfit goods was determined. Correlation between
these variables is stronger than between integrated marketing communications effect to impulsive purchasing
of outfit goods.
H5: Hedonic motives and related positive emotions affect impulsive purchasing of outfit goods.
This hypothetical statement was confirmed, following respondentsestimation mean (3,2) and performed
correlation analysis (Spearman correlation coefficient rho=0,581 with p<0,01 reliability). Hedonic motives
and with them related positive emotions affect impulsive purchasing of outfit goods was determined.
Correlation between these variables is stronger than between emotional and cognitive estimation and
impulsive purchasing of outfit goods.
H6: Consumersinvolvement into the fashion affects impulsive purchasing of outfit goods. This
hypothetical statement was confirmed, following respondents estimation mean (2,6) and performed
correlation analysis (Spearman correlation coefficient rho=0,449 with p<0,01 reliability). Consumers
involvement into the fashion affect to impulsive purchasing of outfit goods was determined. Correlation
between these variables is stronger than among external stimuli group of factors, though the weakest in its
own stimuli group of factors.

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Generalizing the results of quantitative and qualitative research, a conclusion can be made that
performed mean estimations of internal and external stimuli factors and correlation analysis resulted in affect
of all internal and external stimuli groups to impulsive purchasing of outfit goods. Therefore all six
hypothetical statements were confirmed.

Test of theoretical model of internal and external stimuli affecting impulsive purchasing in
case of outfit goods
Performed empirical study of internal and external stimuli affecting impulsive purchasing in case of
outfit goods allowed to determine if the affect exists among internal and external stimuli and impulsive
purchase of outfit goods. During the research there were determined affect of all six factors to impulsive
purchase of outfit goods, though the correlation of variables were not evenly strong. Taking into account the
results of empirical study, below we present a test of theoretical model of internal and external stimuli
affecting impulsive purchasing in case of outfit goods.
Shop environment
Shop staff

EXTERNAL
STIMULI

Integrated marketing
communication
IMPULSIVE
PURCHASE
OF OUTFIT
GOODS

Emotional and cognitive

estimation

Hedonic motives

INTERNAL
STIMULI

Involvement into the

fashion
Strong correlation
Weak correlation

Figure 1. Test of theoretical model of internal and external stimuli affecting impulsive purchasing in case of
outfit goods
There are indicated determined correlations of different strength among different factors and impulsive
purchasing of outfit goods. During the study, a weak correlation was determined with high reliability among
shop environment and staff and impulsive purchasing of outfit goods. These factors depend to external
stimuli group. Remainder indicated correlations are strong with high reliability. Thus a conclusion can be
made, that this model reflects the process of impulsive purchasing of outfit goods and justifies stimuli
affecting the process.

Conclusions
Having analyzed peculiarities of external and internal stimuli affect to impulsive purchasing of outfit
goods, generalizing theoretical studies and having performed empirical study, the following conclusions can
be made:
Theoretical studies showed that there is no common attitude to this consumer behaviour.
Scientists characterize this behaviour as buying without prior planning, respond to unplanned trade

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offers, sudden stimulus followed by emotions intentions, hedonic motives, social interaction or
emotional and cognitive process entirety;
Based on the ground of theoretic and empiric studies, there are indentified main factors stimulating
impulsive purchasing: emotions, supermarkets, shopping experience, individualism and
collectivism, sex, shop environment, social interaction, hedonic motives, return of goods,
involvement into the fashion, age, individuals psychology. It is considered that the following
situational factors may stimulate this behaviour: shortage of time, financial means, portability of a
product, shop location, transport or weather;
Qualitative research showed that the study selected the category of goods was often accompanied
by impulsive purchasing behaviour. Quantitative study allowed to indicate that shop environment
and hedonic motives were the most important factors, stimulating impulsive purchase of outfit
goods. Estimation of internal stimuli did not depend on demographic characteristics and external
stimuli affect differently consumers in various age groups, income level, and education and
occupation groups. The most significant affect was indicated for women under 30 years of age
with higher education or not completed higher education, working or just studying. Correlation of
income with different stimuli was not indentified;
Based on performed empirical study, theoretical model of internal and external stimuli affecting
impulsive purchasing of outfit goods reflects the process of impulsive purchasing of outfit goods
and justifies factors affecting this process. It was identified that exist affect of internal and external
stimuli to impulsive purchasing of outfit goods but the correlation among different variables is not
the same.

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