Impact of relational collectivism on impulse buying for others Online publication date: Sat, 30-Nov-2013
by Monica Khanna; Manisha Karandikar
International Journal of Indian Culture and Business Management (IJICBM), Vol. 7, No. 4, 2013
Abstract: Impulse buying is defined as a sudden and powerful urge to buy something immediately. The paper looks at prevalence of impulse buying for parents, spouse, children, friends and self. Relational collectivism emphasises that collectivists place interests of others with whom they have a significant relationship ahead of self interests. This research examines whether this holds true in case of impulse buying as well. Survey method was used to collect data from 2,034 respondents across eight different cities of India using quota sampling. The findings indicate that impulse buying for self is higher than impulse buying for friends. However, impulse buying for spouse and children is higher than impulse buying for self thereby supporting the concept of relational collectivism for impulse buying. Respondents with high collectivism profile indulge in impulse buying for parents and spouse more often thereby further reinforcing the role of relational collectivism in impulse buying.
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