The rational aspects of an irrational whim. A qualitative study exploring the motivations behind consumer impulse buying in a socio-cultural context.
Purpose The purpose of the research is to analyse the consumer’s underlying motivations for behaviour and decision-making in an impulse buying context, in order to gain a deeper understanding of the drivers behind impulse buying. Method The study is conducted with an explorative approach. A combination of self-administered diaries and semi-structured interviews were chosen to collect the empirical
