Antecedents of Impulse Buying Behaviour: A Multivariate Analysis

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1 The 21 st Century Consumers A Behavioural Perspective Publish by Global Vision Publishing House Edited by M. Ganesh Babu, G. Vani and Dr. N. Panchanatham Antecedents of Impulse Buying Behaviour: A Multivariate Analysis *Ashish Kumar Shrivastava, ** Saket Ranjan Praveer and ***Saket Jeswani Abstract A study has been conducted in order to find out the effectiveness of major antecedents of Impulse Buying Behaviour regarding personal care products. The independent variables viz. person related, product related, shopping-environment related and situation related have been identified as antecedents of impulse buying behaviour of the consumers for this study. The hypothesis has been taken that all the above four explanatory variables have significant impact on impulse buying behaviour and hence make a purchase decision. The study will enable the major players of personal care products for developing marketing strategies. INTRODUCTION Globalisation has brought the markets neck and neck close and created a cutthroat competition among almost all the sectors. But the more influenced sectors are those which are highly accessible as far as the frequency of consumption is concerned. FMCG is one of them whose all the categories have a high frequency of consumption and result in a tough competition among the major players. Personal Care Products, as a category of FMCG, are used by all the demographic classes in almost similar pattern. Consumers show Impulse purchase behaviour for such products as they have high consumption frequency, short product life and low price value. Impulse buying is an inimitable and ubiquitous aspect of consumers lifestyle. Retailers realize the importance of this phenomenon, and through various strategies like store layouts, product packaging, and in-store promotions, have tried to get consumers to be impulsive in stores (Dholakia, 2000). Over the years, impulse buying has also been made easier by innovations, such as credit cards, telemarketing, and home shopping networks (Rook, 1987). Consequently, impulse buying accounts for a large volume of product sales every year (Hausman, 2000). * Reader, Raipur. ashish_lk@rediffmail.com ** Associate Professor, Bhilai. saket07@rediffmal.com ***Assistant Professor, Bhilai. saketjeshwani@yahoo.com

2 38 Ashish Kumar Srivastava, Saket Ranjan Praveer and Saket Jeswani This research contributes to the understanding of retail search and choice behaviours as applied to personal care products. Given the increasing incidence of mall shopping most of it accompanied by browsing activity, retailers may use the findings of the study to improve their merchandise assortment and improve the shopping environment including store displays to trigger impulse purchases. In a highly competitive environment, only those retailers who exceed the expectations of their customers in terms of providing an enjoyable shopping experience can survive and become successful. This study proposes and empirically verifies an attitude-behaviour hierarchy inspired model of the antecedents and consequences of impulsive buying behaviour. The antecedents of impulsive buying are limited to the independent variables viz. person related, product related, shopping-environment related and situation related which have been identified as predictors of impulse buying behaviour of the consumers. PERSONAL CARE PRODUCTS According to Madras Consultancy Group (2008), increase in per capita income and heightened awareness of personal appearances have fuelled the demand for personal care products in India and today this sector has emerged as one of the fastest growing markets in the country. Personal care products mainly consist of Hair Care, Skin Care, Oral Care, Personal Wash (Soaps), Cosmetic and Toiletries, Feminine Hygiene (naukri hub). According to INBICs Report, traditionally, personal wash and hair care products, the basics personal hygiene, dominated the personal care segment with excess of USD$1.8 million. The demand for skin and cosmetic care products, compared to other personal care product categories, has been relatively low. Major players in this segment include Hindustan Lever, Godrej Soaps, Colgate-Palmolive, Marico, Dabur and Procter & Gamble. LITERATURE REVIEW Consumer decision-making has been studied extensively. The basic assumption underlying this body of knowledge is that consumers choices can be explained from a rational perspective, where a choice is made after carefully considering the different options from a set of alternatives (Tversky and Kahneman, 1974). However, in some cases, consumers violate these requirements of rationality. In such instances, choices are made without careful consideration of the available alternatives, with insufficient information about the product of interest, or without prior intent of purchase (Tversky and Kahneman, 1981). One such instance is impulse buying. In the beginning, researchers were primarily interested in understanding impulse buying. Researchers have invested considerable effort toward defining this interesting and complex phenomenon. The understanding of impulse buying has also been greatly improved through the identification of the different types of this behaviour. Several researchers have proposed varying conceptual definitions of impulse buying (e.g., Rook, 1987; Rook and Hoch, 1985; Weinberg and Gottwald, 1982). Rook (1987), for example, defined it as an unplanned purchase which occurs when a consumer experiences positive affect when exposed to a stimulus. Piron (1991) has identified altogether 13 different dimensions or definitional elements of impulse purchase definitions and integrated these dimensions and proposed a comprehensive definition of impulse buying, which is as follows:

3 Antecedents of Impulse Buying Behaviour A Multivariate Analysis 39 Impulse buying is a purchase that is unplanned, the result of an exposure to a stimulus, and decided on-the-spot. After the purchase, the customer experiences emotional and/ or cognitive reactions. From this definition, the first characteristic of an impulse buying is that it is an unplanned purchase. The consumer decides to purchase the object on the spur of the moment, not in response to a previously recognized problem or an intention that was formed prior to being in the shopping environment (Piron, 1991). The second characteristic of impulse buying is the exposure to the stimulus. The stimulus can be considered as the catalyst which makes the consumer be impulsive. The stimulus can be a piece of clothing, jewellery, or candy. Store atmospherics, which can be considered as an important factor in predicting impulse buying, allows the marketer to position products in an enticing way to increase impulse buying (Dholakia, 2000). The third characteristic of impulse buying is the immediate nature of the behaviour. The consumer makes a decision on the spur of the moment without any evaluation of the consequences of making such a purchase (Piron, 1991). Finally, the consumer experiences emotional and/or cognitive reactions, which can include guilt or disregard for future consequences. Weinberg and Gottwald (1982) have combined these characteristics into three important determinants of the impulsive buying process, which include the reactive component, the affective component, and the cognitive component. One of the characteristics of the impulse buying process is the exposure to the stimulus. Therefore, impulsive buying is a reactive behaviour, in that the consumer shows certain responses when exposed to the stimulus in the purchase situation. Another important characteristic is the immediate nature of the behaviour. When exposed to the stimulus, the consumer feels an irresistible urge to buy the product of interest (Rook, 1987). At this point, he or she is driven by emotional forces, such that the impulsive behaviour is considered as being highly affective. Finally, because this behaviour is reactive and highly affective, the consumer has very low intellectual control over the buying decision (Weinberg and Gottwald, 1982). The consumer does not act consciously, but rather reacts to the presence of the stimulus, such that cognitive processes are kept to a minimum. Impulse buying is a spontaneous and immediate purchase (R.J. Fisher, 1995) where the consumer is not actively looking for a product and has no prior plans to purchase (Beatty, S.E., M.E. Ferrel, 1998). Beyond spontaneity, Rook (Rook, D.W. 1987) further described impulse buying as an intense, exciting urge to buy without regard to the consequences of the purchase decision. Impulse buying is mostly associated with an unplanned and sudden purchase, which is initiated on the spot (Verplanken and Herabadi, 2001). According to Jones et al. (2003), impulse buying is unreflective and the purchase is made without engaging in a great deal of evaluation. No matter how defined, impulse buying refers to a distinctive type of an unplanned purchase, and the fact that impulse purchase is unplanned is central to all definitions of impulse buying (Piron, 1991). Therefore, all impulse purchases can be categorised as unplanned purchases, but not all unplanned purchases can be labelled as impulse purchases. In this research, three features drawn from previous and recent research are used to characterise impulse purchases. When buying on impulse, the consumer makes an

4 40 Ashish Kumar Srivastava, Saket Ranjan Praveer and Saket Jeswani (1) Unintended, (2) Unreflective, and (3) Immediate purchase (Jones et al. 2003) Research findings suggest that impulse buying accounts for substantial sales across a broad range of product categories (Bellenger, Robertson & Hirschman, 1978; Cobb & Hoyer, 1986; Kollat & Willet, 1967). Since impulse buying is a pervasive aspect of consumers behaviours and a focal point for strategic marketing plans (Rook, 1987), it is worthwhile for retailers to understand factors within the retail setting that trigger consumers impulsive reactions. Retailers can help customers to find the right products through focused merchandising, intelligent store design and layout, and other visual merchandising practices, such as product displays, packaging, and signage (Abrams, 1996; Baker, Grewal & Levy, 1992). Antecedents of Impulse Purchasing Behaviour Many studies have investigated the antecedents of impulse buying. The variables examined ranged from mood states and emotions (Rook and Gardner, 1993), normative influences (Rook and Fisher, 1995), product category (Bellenger et al, 1978), demographic variables (Dittmar et al, 1995) to individual difference variables (Beatty and Ferrell, 1998; Rook and Fisher, 1995). The independent variables that have been considered in this study to cause impulse behaviour can be categorized to person-related, product-related, shopping-environment related and situational (Dholakia, 2000; Verplanken & Herabadi, 2001). Person-Related Causes Impulsiveness as a trait has gained a lot of attention in impulse buying research. The origins of this thinking are in psychology, as a person s general impulsivity is seen as affecting also impulse purchases. The basic assumption behind these studies is that individuals vary in their proclivity to buy on impulse (Jones et al, 2003; Weun et al, 1998). This impulse buying tendency, measured usually using a quantitative scale, has been seen as one factor in triggering consumers into impulse buying (Beatty & Ferrell, 1998). The higher the consumer s impulse buying tendency, the more likely an impulse purchase will be. Less fixed person-related causes concern affective states before, during and after an impulse purchase. Both positive, such as excitement and pleasure, and negative affective states, such as anxiety and guilt, have been studied (Beatty & Ferrell, 1998; Gardner & Rook, 1988; Piron, 1993). For example, Beatty & Ferrell (1998) suggest that positive affect while shopping increases the felt urge to buy impulsively, while negative affect does not seem to influence impulse buying urges. Product-Related Causes Some products or product categories have been found to be more susceptible to an impulse purchase. Stern (1962) suggested that those products with a low price or a short product life will be more likely to be bought on impulse. Bellenger et al. (1978) proposed that impulse buying varies by product. This view, suggesting that product-inherent attributes as such would encourage impulse buying, has been later criticized, and currently it has been presented that it is the consumer-product links that are more important than the product itself. According

5 Antecedents of Impulse Buying Behaviour A Multivariate Analysis 41 to a social psychological viewpoint, those goods that project a person s self-image are especially likely to be bought on impulse (Dittmar & Beattie, 1998). In addition, the consumer s impulse buying tendency has been found to vary according to different product categories (Jones et al, 2003). In this model, also consumer s involvement with the product category affects impulse buying tendency. Shopping Environment-Related Causes There are many ways an impulse purchase can be induced by the factors in the shopping environment. In general, in-store browsing increases the likelihood of an impulse purchase, i.e. the longer the consumers browse the store, the more likely it is that they end up buying on impulse (Beatty & Ferrell, 1998). Therefore, the so-called atmospherics of a store are important in attracting consumers to stay in longer. When inside the store, consumers confront many marketing stimuli that are used to encourage impulse buying. For example, product presentation aspects such as special displays, end-of aisles displays, shelf signs, tempting graphics or copy, or sales promotions can affect impulse buying (Abratt & Goodey, 1990). When applied to an online shopping environment, for example the media format used to present the product information may have an affect on impulse purchase intentions (Adelaar et al, 2003). Situational Causes Also many situational factors seem to have an effect on the occurrence of an impulse purchase. For example, the more perceived money and time available consumer has, the more likely an impulse purchase is (Beatty & Ferrell, 1998). Also other situational variables such the availability of credit or the consumer being confronted with a too good a bargain to pass up have been described as part of the impulse buying experience (Dittmar & Drury, 2000). RESEARCH METHODOLOGY Research Objective The study aims at finding out the impact of various decision variables related to person as individual consumer, product, shopping environment and situation on impulse buying behaviour as endogenous variable while purchasing Personal Care Products which in turn influences purchase decision of consumer as an explanatory variable. The objective of the study is to measure the effectiveness of the decision variables on the endogenous variables (Impulse Buying Behaviour and Purchase Decision). Research Question Whether all/ some of the identified decision variables have significant impact on Impulse Buying Behaviour; and whether Impulse Buying Behaviour has a significant impact on Purchase Decision. Hypotheses H 1 : Impulsiveness is a trait of buying behaviour. Individuals vary in their proclivity to buy on impulse (see e.g. Jones et al. 2003; Weun et al. 1998). The higher the consumer s impulse buying tendency, the more likely an impulse purchase will be. Beatty & Ferrell (1998) suggest that positive affect while shopping increases the felt urge to buy impulsively, while negative affect does not seem to influence impulse buying urges. The hypothesis has been taken for the study that person related variables have a significant impact on impulse behaviour while buying personal care products.

6 42 Ashish Kumar Srivastava, Saket Ranjan Praveer and Saket Jeswani H 2 : Products with a low price or a short product life will be more likely to be bought on impulse (Stern, 1962). The goods that project a person s self-image i.e. Consumer-product link are especially likely to be bought on impulse (Dittmar & Beattie 1998, 129). Here, the hypothesis has been taken that product related variables have a significant impact on impulse behaviour while buying personal care products. H 3 : In-store browsing increases the likelihood of an impulse purchase, i.e. the longer the consumers browse the store, the more likely it is that they end up buying on impulse (see e.g. Beatty & Ferrell 1998). Product presentation aspects such as special displays, end-of aisles displays, shelf signs, tempting graphics or copy, or sales promotions can affect impulse buying (see e.g. Abratt & Goodey 1990). Here, the hypothesis has been taken that shopping environment related variables have a significant impact on impulse behaviour while buying personal care products. H 4 : More perceived money and time available consumer has, the more likely an impulse purchase is (Beatty & Ferrell 1998). Availability of credit or the consumer being confronted with a too good a bargain to pass up has been described as part of the impulse buying experience (Dittmar & Drury 2000). Here, the hypothesis has been taken that situation related variables have a significant impact on impulse behaviour while buying personal care products. H 5 : Impulse buying refers to a distinctive type of an unplanned purchase, and the fact that impulse purchase is unplanned is central to all definitions of impulse buying (Piron, 1991). Impulse behaviour as the resultant of various decision/explanatory variables plays itself role of explanatory variable for purchase decision. Here, the hypothesis has been taken that impulse behaviour has a significant impact on purchase decision while buying personal care products. Table 1: Variables Independent Variables Source Dependent Variable Person Related Variables Jones et al. 2003; Weun et al Beatty & Ferrell 1998; Gardner & Rook 1988; Piron 1993 Product Related Variables Stern 1962; Bellenger et al. 1978; Dittmar Impulse & Beattie 1998; Jones et al Buying Shopping-Environment Related Behaviour Variables Beatty & Ferrell 1998, Abratt & Goodey 1990 Situational Related Variables Beatty & Ferrell 1998, Dittmar & Drury 2000 Research Model Purchase Decision is taken to be the function of Consumer Impulse Behaviour while Consumer Impulse Behaviour is the function of Person Related Causes, Product Related Causes, Shopping Environment Related Causes and Situational Causes. Conceptual Framework of Impulse Buying Behaviour

7 Antecedents of Impulse Buying Behaviour A Multivariate Analysis 43 Figure 1 Mathematical Framework 100 i =1 100 i =1 Z = (Z i ) n; Y = ( Y i ) n 100 i =1 100 i =1 X 1 = (X ii ) n; X 2 = ( X 2i ) n 100 i =1 100 i =1 X 3 = (X 3i ) ; X 4 = ( X 4i ) n Z = f (Y); Y = f(x) Y i =α 0 + α 1 X 1 + α 2 X 2 + α 3 X 3 + α 4 X 4 Z i = β 0 +β 1 Y i () Z = (Y i ) n.dy ; Y = 4 ( X i ) n.dx dx ( ([ ({ (} (] (Where i = No. of respondents; and n = No. of Elements in the variable) Methodology The study has been conducted through exploratory and causal research designs which have been framed to be organized through Regression Analysis for which data has been collected through questionnaires from the consumers of personal care products. The samples have been collected through complex random sampling method where every tenth consumer has been taken to be the sample element/ respondent. Purchase Decision is taken to be the dependent variable on Consumer Impulse Behaviour, while, in turn, Impulse Behaviour is taken to be the dependent on four variables viz. Person Related Variables, Product Related Variables, Shopping Environment Related Variables and Situation Related Variables. The

8 44 Ashish Kumar Srivastava, Saket Ranjan Praveer and Saket Jeswani opinion has been collected on 7-points Likert s Scale. The data have gone through Factor Analysis using Principal Component Method and the repeated/ cross-loaded and / or under valued and/ or lonely loaded component/s in the Rotated Component Matrix, has/ have been taken off. The précised data have been used for regression analysis through which the significant variables have been identified. The multicollinearity test has also been associated with regression analysis so that the cross loaded components may be identified. Research Plan Research Design: Exploratory and Causal Research Data Source: Primary and Secondary Data Research Instrument: Written Questionnaire Measurement scale: 1-7 points Likert s Scale Sample Plan Sampling Design Complex Random Design Sample Size 100 Sample Location Bhilai and Raipur Sample Unit Consumers of Personal Care Products (Service Class, Professional, Business Class, Household and Student) Table 2: Survey Instrument Variable Items Scale Purchase Decision (Z i ) Z 1 Purchase with a sudden decision Z 2 Purchase without earlier plan Z 3 High level of purchase decision without plan Impulse Behaviour (Y i ) Y 1 Influence for purchase without earlier plan Y 2 Flexibility to purchase without earlier plan Y 3 High likelihood of purchase without earlier plan Person Related Variables (X 1 ) X 11 Tendency of unplanned purchases (Impulsiveness) X 12 Purchases because of excitement and pleasure X 13 Purchases because of anxiety Product Related Variables (X 2 ) X 21 Purchases because of price X 22 Purchases because of product life X 23 Personality influences purchase without earlier plan Shopping X 31 Purchases because of browsing at store Environment X 32 Purchases because of display Related X 33 Purchases because of convenience Variables (X 3 ) X 34 Purchases because of enjoyment Table contd...

9 Antecedents of Impulse Buying Behaviour A Multivariate Analysis 45 Table contd... Situation Related Variables (X 4 ) X 41 Purchase because of low original price against high perceived or X 42 Availability of time influences purchase without earlier plan expected price X 43 Availability of credit influences purchase without earlier plan X 44 Scope for good bargain influences purchase without earlier plan DATA ANALYSIS The data has been analysed through Factor Analysis, Multiple and Regression Analysis with collinearity test. Factor Analysis Factor analysis through Principal Component Method has been conducted to identify the components. Table 3: Principal Component Method µ ó á Components Components Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Z Z Z Y Y Y X X X X X X X X X X X X X X ì: Mean; ó: Standard Deviation; and á: Cronbach s Alpha Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Rotation converged in 6 iterations. Element X23, X 34, X 43 and X 44 are taken off from the calculations as they are differently loaded.

10 46 Ashish Kumar Srivastava, Saket Ranjan Praveer and Saket Jeswani The Factor Analysis through Principal Component Method (Table 3) is suggestive that all the components except X 23 (Personality influences purchase without earlier plan), X 34 (Purchases because of enjoyment), X 43 (Availability of credit influences purchase without earlier plan) and X 44 (Scope for good bargain influences purchase without earlier plan) are valid as they have been properly loaded on identified factors. Y 1 is partially loaded on Factor1 which may cause multicollinearity and it will be tested through multivariate analysis. The minimum value of alpha (á) should be 0.70 to find a factor valid. It is observed from the table that the minimum value of alpha is It suggests that the factors are valid. Regression Analysis Multiple Regression Analysis has been organised to evaluate the significant impact of the explanatory variables on endogenous variable. Here, the regression analyses have been conducted to evaluate the impact of (i) Explanatory Variable viz. Impulse Behaviour on Endogenous Variable viz. Purchase Decision; and (ii) Explanatory Variables viz. Person Related Variables; Product Related Variables; Shopping Environment Related Variables; and Situation Related Variables on Endogenous Variable viz. Impulse Behaviour on 5% level of significance. Besides, the Collinearity has also been tested (Table 4 and Table 5). Regression Analysis Table 4: Model Summary R R Square Adjusted R Square Std. Error of the Estimate Coefficients Model Unstandardized Standardized Coefficients Coefficients t Sig. B Std. Error Beta Constant Y Explanatory Variable: Impulse Behaviour Endogenous Variable: Purchase Decision Regression Analysis Table 5: Model Summary R R Square Adjusted R Square Std. Error of the Estimate Coefficients

11 Antecedents of Impulse Buying Behaviour A Multivariate Analysis 47 Unstandardized Standardized Collinearity Model Coefficients Coefficients t Sig. Statistics B Std.Error Beta Tolerance VIF Constant X X X X Explanatory Variables: Person Related Variables; Product Related Variables; Shopping Environment Related Variables; and Situation Related Variables Endogenous Variable: Impulse Behaviour Collinearity Diagnostics Eigen Value Condition Variance Proportions Index (Constant) X 1 X 2 X 3 X Figure 2: Histogram of Independent and Dependent Variables

12 48 Ashish Kumar Srivastava, Saket Ranjan Praveer and Saket Jeswani INTERPRETATION It is observed from the Table 4 that the significance level is It explains that consumer purchase decision is dependent on impulse behaviour of the consumer. On the other hand, Table 5 declares that out of four explanatory variables viz. Person Related Variables, Product Related Variables, Shopping Environment Related Variables and Situation Related Variables, all the variables have a significant impact on the impulse buying behaviour of consumers except Product Related Variable on 5% level of significance while purchasing personal care products. It means that the other factors which include Person Related Variables, Shopping Environment Related Variables and Situation Related Variables have significant impact on impulse behaviour of the consumers of personal care products [Refer Table No. 5]. On the other hand, Impulse behaviour has a strong impact on the purchase decision of the consumers of personal care products [Refer Table No.4]. Figure 3: Outcome of the Study Regression Equation of Purchase Decision on Impulse Behaviour Z = Y Regression Equation of Impulse Behaviour on Person Related, Product Related, Shopping Environment Related and Situation Related Variables Y = X X X X 4 DISCUSSION The data has been analysed through Factor as well as Multiple Regression Analysis. In the factor analysis [Table 3] which has been conducted through Principal Component Method, X 23, X 34, X 43 and X 44 have been found to be differently or weakly loaded and hence they are eliminated from the rest of the calculations. These components refer to Personality influences purchase without earlier plan, Purchases because of enjoyment, Availability of credit influences purchase without earlier plan and Scope for good bargain influences purchase without earlier plan. It means there is no common opinion about theses components. Leaving theses components, all the factors are properly loaded and valid. A chance of Multicollinearity has been observed when Y 1 is found to be partially reloaded on Factor 1 along with Factor 2 [Refer Table 3]. This has been tested through Collinearity Statistics with Regression Analysis [2] [Refer Table 5]. In order to ensure Unicollinearity, Tolerance Value should be between 0 and 1; VIF Value should be between 1 and 2; and Condition Index should be less than 30.

13 Antecedents of Impulse Buying Behaviour A Multivariate Analysis 49 And the values are under these limits. So, there is no chance of Multicollinearity in the variables. It is evident from Regression Analysis [1] {Table 4] that the significance value of Y is which is less than It reflects that Consumer Impulse Behaviour has a significant impact on Purchase Decision while purchasing personal care products. From Regression Analysis [2] [Table 5], it is evident that while X 1, X 3 and X 4 have a significant impact on Y, X 4 does not have any impact. It means while Person Related Variables, Shopping Environment Related Variables and Situation Related Variables have a significant impact Impulse Behaviour, Product Related Variables have insignificant impact on Impulse Buying Behaviour while purchasing personal care products. CONCLUSION In the study four factors of impulse behaviour viz. Person Related Variables, Product Related Variables, Shopping Environment Related Variables and Situation Related Variables have undertaken as the predictors. In turn, Impulse Behaviour has been taken to be the predictor of Purchase Decision. The study observes that Impulse Behaviour has a significant impact on the consumer purchase decision. The study reveals that out of these four factors Person Related Variables, Shopping Environment Related and Situation Related do have their significant impact on the impulse behaviour of the consumer towards personal care products. Flexibility in shopping process influences the purchase decision. Tendency, excitement, anxiety, pleasure, personal influences, browsing facility, display, convenience, enjoyment, low original price against high perceived or expected price, time influences, credit facility, bargaining influences etc. are the components responsible for Consumer Impulse Purchases. If the policy makers of companies producing personal care products develop their marketing policies in the light of the above study, there are chances of high purchase turn up. LIMITATIONS The study has been conducted in Bhilai and Raipur, the two cities of Chhattisgarh which is a state of Central India. It may not be a representative for the universe. Moreover, the mental conditions of the respondents have not been considered which may affect the findings. REFERENCES Abrams, R.M. (1996). Make Your Store a Work of Art, Advertising Age, April 4, Report. Abratt, R. & Goodey, S.D. (1990). Unplanned Buying and In-Store Stimuli in Supermarkets. Managerial and Decision Economics, 11(2), Adelaar, T., Chang, S., Lancendorfer, K.M., Lee, B. & Morimoto, M. (2003). Effects of Media Formats on Emotions and Impulse Buying Intent, Journal of Information Technology, 18(4),

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