From Desire to Decision: A Holistic View of Impulse Buying Dynamics in Retail

Abstract

This study delves into the complex dynamics of impulse buying behavior by constructing a comprehensive theoretical framework. Rooted in behavioral theories and arousal theory, the research explores the interplay between external stimuli, individual cognitive and emotional processes, and impulsive purchasing tendencies. Leveraging the Theory of Planned Behavior (TPB), the study investigates the impact of attitudes, subjective norms, and perceived behavioral control on consumers' intentions and actions in the context of impulse buying. The arousal theory is integrated to shed light on the influence of heightened emotional states on impulsive behavior. Through this synthesis, the research offers a nuanced understanding of the multifaceted factors that contribute to impulse buying, presenting insights into triggers, cognitive mechanisms, and emotional dynamics. This theoretical framework provides a foundation for developing informed strategies in retail contexts and designing targeted interventions in consumer psychology.
Keywords: Impulse buying behavior, Behavioral theories, Arousal theory, Theory of Planned Behavior (TPB), Consumer psychology interventions