How Impulsive Are Your Shopping Habits?: An Investigation into the Moderating Effects of Neuroticism and Conscientiousness on  the Relationship Between Distraction and Impulse Purchasing Behavior Within an Online  Environment

With the rapid increase in consumption, impulse purchasing behaviour is skyrocketing, especially online. Previous research suggests that both distraction as well as personality types influence consumption but as of yet, this relationship has not been investigated together. This research examines the moderating effects of the personality types of neuroticism and conscientiousness on the relationship between distraction and impulse purchasing behavior. Participants’ impulsivity was tested in an online shopping task under either high or low levels of distraction, which was followed by a Big-5 questionnaire testing individuals’ personality types. Results showed that while not significant, distraction increased impulse purchasing behaviour overall, as well as significantly increasing impulse purchasing for neurotic individuals. Low levels of conscientiousness were found to have significantly more of an effect on impulse purchasing compared to higher levels of conscientiousness when under...Show moreWith the rapid increase in consumption, impulse purchasing behaviour is skyrocketing, especially online. Previous research suggests that both distraction as well as personality types influence consumption but as of yet, this relationship has not been investigated together. This research examines the moderating effects of the personality types of neuroticism and conscientiousness on the relationship between distraction and impulse purchasing behavior. Participants’ impulsivity was tested in an online shopping task under either high or low levels of distraction, which was followed by a Big-5 questionnaire testing individuals’ personality types. Results showed that while not significant, distraction increased impulse purchasing behaviour overall, as well as significantly increasing impulse purchasing for neurotic individuals. Low levels of conscientiousness were found to have significantly more of an effect on impulse purchasing compared to higher levels of conscientiousness when under high levels of distraction, however, no effect was found in the low distraction condition. These findings offer up new directions for future research.Show less

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How Impulsive Are Your Shopping Habits? An Investigation into the Moderating Effects of Neuroticism and Conscientiousness on the Relationship Between Distraction and Impulse Purchasing Behavior Within an Online Environment