Investigation of Individual Differences in Impulse Buying

Investigation of Individual Differences in Impulse Buying
*Supervisor: Ayana* Sato
The purpose of this study is to investigate the impact of various individual differences on impulse buying behaviour. The individual differences being examined are regulatory focus, self-control, snacking habit and gender. A questionnaire was used to collect the relevant data for statistical analysis. It was found that analysis of neither regulatory focus nor gender displayed significant results. However it was found that self-control predicts a significant amount of variance in snacking habit, and that significant correlational relationships exist between impulse buying, snacking habit and self-control. The results have provided an interesting basis for further research.
Previous research has highlighted potential gender differences in the realm of impulse buying. In a qualitative study by Dittmarand Drury (2000), the authors argue that a considerable motivation in impulse buying behaviour is buying items in order to improve self-image, and that women are more likely to invest in this belief than men. They uncovered an unexpected finding that the discrepancies between actual-self and ideal-self were much larger for female participants than male participants. This predicted propensity to ‘excessive’ impulse buying, and hence supports the proposal that women display more impulse buying tendencies than men. This notion will be further investigated in the present study, in terms of gender differences in impulse buying.
The materials involved include the questionnaire, which had spaces to fill in demographics such as gender, age, course studied and amount of money spent each month after bills, rent and tuition fees. The questionnaire involved five different established scales. They were compiled in the appropriate order, as shown below, to avoid any order effects that may...