Impulsive consumption: Gender, personality traits and emotions

Introduction: This research investigates the relation between impulsive purchases of clothing, personality traits and emotions of purchasers. It is also investigated if impulsive purchases differ across genders. Aim: The model hypothesizes that: impulsive clothing consumption is affected by extroversion, conscientiousness, negative emotions and positive emotions; moreover, impulsive clothing consumption influences monthly clothing expenditure. Method: Participants were 311 Italian adult consumers; data were collected via a structured questionnaire. Structural equation models were used to test the model. Results: Results showed that, for women, impulsive purchase is a full mediator between emotions (positive/negative) and monthly clothing expenditures. Instead, for men, impulsive purchase is a partial mediator between the same variables. Conclusion: Consumers seem to be more prone to purchasing products impulsively when they experience positive consumption-related emotions and less prone when negative emotions are felt.