ABSTRACT
Impulsivity has long been established as central to the theory of impulsive consumption decision-making (e.g., Hoch and Loewenstein, 1991). Yet few studies have investigated the multidimensional constructs of impulsivity itself, the triggers affecting those constructs, and the extent to which they persist across cultural boundaries. This paper therefore examines how the constructs of impulsivity are triggered by the cultural environment, the interaction of marketing stimuli and internal emotions that lead to impulse buying (IB), across two cultures.
