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Title:Does mass media fuel, and easy credit facilitate, impulse buys? PDF Logo
Authors:Huovinen, Pasi
Rouvinen, Petri
Issue Date:2008
Series/Report no.:ETLA Discussion Papers, The Research Institute of the Finnish Economy (ETLA) 1126
Abstract:This paper studies whether exposure to mass media and liking advertising are associated with an increased impulse buy tendency, and whether the availability of a credit card acts as a facilitating stimulus. It is found that impulse buys are positively associated with exposure to commercial television, but not to other forms of mass media. For females, liking advertising in general is positively associated with impulse buying; for males, having a preference for informative advertising is negatively associated with impulse buying. For both, credit card use facilitates the behavior. Besides being robust and statistically significant, these effects are qualitatively quite large.
Subjects:buying behavior
impulsiveness
mass media
advertising
credit cards
JEL:D12
E21
G21
L82
M37
Document Type:Working Paper
Appears in Collections:ETLA Discussion Papers, Research Institute of the Finnish Economy

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