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2021 | Book

Introduction Read chapter Read first chapter

Online Impulse Buying and Cognitive Dissonance

Examining the Effect of Mood on Consumer Behaviour

Authors: Giovanni Mattia, Alessio Di Leo, Ludovica Principato

Publisher: Springer International Publishing

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others.

This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
In this chapter a summary of the book content is presented. An overall recognition of impulse buying under positive affect state and cognitive dissonance is explained, coupled with the conceptual framework which gave rise to the study in the last section of the book. In particular, it is highlighted that smartphone was chosen as the highly symbolic product subject to an impulse purchase, that the purchase takes place through an e-retailing channel via desktop personal computer, and that the considered target of purchasers is represented by Millennials.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 2. The Impulse Buying
Abstract
A theoretical background of impulse buying is the core of this chapter. After its definition, a differentiation among compulsive buying and unplanned purchasing is carried out. Subsequently, conditions which drive impulse buying and its connection with the personality traits and situational dimensions are examined. Furthermore, a comparison among impulse buying, cultures, and socio-demographic factors are considered. The impact of technology in boosting impulsive buying constitutes the final part of the chapter.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 3. The Cognitive Dissonance
Abstract
As for the previous one, aim of the present chapter is to offer a comprehensive theoretical framework of cognitive dissonance. After the definition offered by Festinger, the founder of cognitive dissonance theory, at first the context of cognitive dissonance is examined, which mainly refer to the involvement toward the product and the lack of control on the purchasing process, and gives rise to a state of discomfort. Strategies which companies can put in place to help consumers reduce the adverse state of cognitive dissonance are proposed in the final part of the chapter.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 4. The Affect State
Abstract
The chapter analyzes the role of the affect state on the onset of cognitive dissonance after an impulse buying. More specifically, it has deepened its influence on the way consumers build their decision process, as well as the way it impacts on the consequence of a purchase decisions, depending on whether it is positive or negative.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 5. Measuring the Constructs of Impulse Buying, Cognitive Dissonance, and Affect State
Abstract
The chapter presents the scales which will be adopted in the empirical study (Chap. 10) to measure the constructs of impulse buying, cognitive dissonance, and affect state. In particular, the impulse buying tendency scale, the Sweeney scale, and the PANAS scale will be used. The functioning of each scale is described, alongside their experimental validation.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 6. On-line Consumer Behavior and Technology Acceptance Models
Abstract
This chapter intends to offer a review of technology acceptance and behavioral models, with the purpose to better comprehend the enabling and disabling factors which encourage consumers to adopt (or refuse) e-commerce digital platforms for their purchases.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 7. Drivers for On-line Impulse Purchases of Highly Symbolic Products
Abstract
The chapter concentrates the attention on the connection between on-line sales channels and impulse purchase. The websites’ capacity to engage consumers emotions and trust is analyzed, together with the role of social media, which acting as a peer-to-peer relationships shortens and speeds up the decision process. The result envisages that on-line shopping somehow encourages to impulsivity, especially as far as highly symbolic products are concerned.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 8. PC-based Versus Mobile-Based On-line Shopping
Abstract
On-line shopping differs when the device used is a personal computer or a mobile. This aspect deserves attention, especially when talking about impulse buying. The chapter intends to highlight such differences, bringing to light that personal computers allows a more thoughtful approach to purchase. Within the framework of the study (Chap. 10), this is quite important, as an impulse purchase concluded through a PC is the result of more actual convictions, being less affected by situational factors.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 9. Millennials and On-line Shopping: The Case of Smartphones
Abstract
In this chapter Millennials, the target of the study (Chap. 10), are described, in terms of personal and social characteristics, and purchase behavior. This generation has been chosen due to their familiarity with technology and the aptitude toward hedonistic products and experiential consumptions. To better focus their peculiarities, a comparison among other generations over time has been provided.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Chapter 10. The Study
Abstract
The purpose of this chapter is to present the results of an empirical study, carried out through a quantitative survey, testing two main hypotheses: (1) to verify whether an impulse buying of a smartphone via an e-commerce marketplace affects the onset of cognitive dissonance and (2) to verify whether the positive affective state accompanying the impulse buying under the first hypothesis moderates the onset of cognitive dissonance. Results, conclusion, and implications are discussed in the final part of the chapter.
Giovanni Mattia, Alessio Di Leo, Ludovica Principato
Backmatter
Metadata
Title
Online Impulse Buying and Cognitive Dissonance
Authors
Giovanni Mattia
Alessio Di Leo
Ludovica Principato
Copyright Year
2021
Electronic ISBN
978-3-030-65923-3
Print ISBN
978-3-030-65922-6
DOI
https://doi.org/10.1007/978-3-030-65923-3