Do women buy more? An analysis of emotions and gender in impulse buying

Authors

  • Eduardo Mesquita Universidade Nove de Julho - UNINOVE
  • Taina Townsend Universidade Nove de Julho - UNINOVE

Keywords:

Compra por impulso online, Compra por humor, Estresse, Depleção do ego, Gênero

Abstract

Research Purpose: Research objective: this study sought to analyze the effect of stress on online impulse buying. We tested this effect directly and through moderated serial mediation. We use ego depletion and buying to improve mood as mediators. The moderator used was the gender (men versus women) of the individuals. Methodology: The study was conducted through a survey with students (n=100) from an HEI who made any online purchase in the 3 months prior to data collection. The analysis took place using Student’s t tests for independent samples. To analyze the conditional model, we used SPSS software with support from model 87 of the Process macro. Key Findings: The results demonstrate how stress and ego depletion lead consumers to make more impulse purchases as a way to improve their mood. This mechanism is moderated by gender (men versus women), demonstrating that the tendency to use shopping more frequently to improve mood and the intensity of this behavior (buying more or less on impulse) is not the same between men and women. Conclusions: Although the literature recognizes that women buy more by impulse, this study contributes with new reflections on how emotions affect the behavior of both genders differently.

Author Biography

Eduardo Mesquita, Universidade Nove de Julho - UNINOVE

Doutor pelo Programa de Pós-graduação em Administração (PPGA-Consumo e transformação digital) da Universidade Nove de Julho (2020). Mestre em Administração (Marketing) pelo Programa de Pós-graduação em Administração (PPGA) da Universidade Nove de Julho (2019). Bacharel em Administração (2017), pós-graduado em Gestão de Pessoas (2016) e graduado em Marketing (2015) pela Universidade Nove de Julho. Atualmente é Professor na USP/ESALQ, no Senac-SP e na PUC-Campinas. Também atua como Brand Research Business Unit Leader na Ilumeo – Data Science Company.

Áreas de interesse em pesquisa em Comportamento do Consumidor com ênfase em: Fake News, Review (falsas e genuínas), Foco regulatório e transgressão da marca.

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Published

2024-02-01

How to Cite

Mesquita, E., & Townsend, T. (2024). Do women buy more? An analysis of emotions and gender in impulse buying. International Journal of Business Marketing, 8(2), 77–89. Retrieved from https://ijbmkt.org/ijbmkt/article/view/270

Issue

Vol. 8 No. 2 (2023): IJBMKT

Section

Artigos Convidados

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Copyright (c) 2024 Eduardo Mesquita, Taina Townsend

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I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.