ABSTRACT
Impulse buying (IB) represents a pivotal subject in consumer psychology. A general agreement on its core elements and their relationship is arguably established. So far, however, there has been little discussion about how to assess impulse purchases, leading to a potential divergence of practise from theory and complexities in cross-study comparability. This systematic literature review investigates the research methods and metrics employed in high-quality literature to evaluate impulse shopping behaviours across different environments, including online, offline, and multichannel settings. Following the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) criteria, the literature search has been conducted on databases relevant for scientific literature, including Scopus, Web of Science, and ProQuest. Fifty-four articles were included in this systematic review. Findings show the existence of four methods to investigate IB, namely quantitative self-reports, laboratory investigations, fieldwork observations, and qualitative interviews. A comparison of the four methods in terms of fit highlights that self-reports and interviews provide a significant contribution in assessing the cognitive facet of impulse purchasing. Laboratory investigations and fieldwork observation find a better fit with the conative and visceral facets of impulsive buying. Considering the major role of affective charges occurring during impulse shopping, complementary research approaches, and metrics belonging to applied psychophysiology and consumer neuroscience are examined. Three opportunities for future research are discussed, including theory building and refinement, understanding individual differences, and honing behavioural predictions.
ABSTRACT
Online gambling has dramatically increased over the last decades, thus the study of the underlying physiological mechanisms could be helpful to better understand related disorders. Specifically, physiological arousal is well-known to play a key role in gambling behavior. In the present study, unconventional frequency feature of the electrodermal activity (EDA) was extracted (EDASympn) and compared to the most common heart rate variability (HRV) spectral parameters (LF, HF, HFn, LF/HF) to measure arousal during an online gambling session. 46 subjects played online slot machines for 30 minutes, while EDA and ECG were recorded. In the analysis the gaming session was divided into three 10-minutes-long phases. A one-way repeated measures analysis of variance was carried out for each spectral parameter, with the game phases as within-subjects factor. All the calculated parameters showed significant differences between the initial phase of the game and the last two (p < 0.001). In particular, EDAsympn displayed a reciprocal trend with respect to HFn: an initial increase (decrease for HFn) was followed by a plateau phase. LF exhibited a significant difference also between the second and the third phases. EDA frequency-domain analysis appears to be a promising method for physiological arousal assessment, by showing the same discriminative power of HRV spectral components. Further research is needed to emphasize these findings.Clinical Relevance-This promotes the use of a new and easy-to-implement method to assess sympathetic activity.
