To Be Liked or To Be Right? The Effect of the Predominant Self-Discrepancy on Impulse Buying

Abstract

There are several pieces of research in impulse buying behavior, assuming that the Individual factors can best explain it. Nowadays, however, with the rapid pace of social, environmental change, the factors affecting consumer behavior are more various and complex than before. This article explores some important individual variables that will induce impulse buying, either consciously or unconsciously, such as, self-discrepancy and susceptibility to social influence. Here, I hypothesize that different types of predominant self-discrepancy will lead to differences in impulse buying tendency both in fully and partially through a desire to compensate. Besides, individuals susceptibility to social influence may moderate the effects of the predominant self-discrepancy on impulse buying tendency both directly and indirectly. All predictions established with the study with a sample of participants in China.