RISK MATTERS: HOW EFFECTS BETWEEN IMPULSIVE, COMPULSIVE BUYING AND BRAND KNOWLEDGE

Zargham Ullah KHAN, Jaffar Mahmood BUTT, Larisa IVASCU, M. Ibrahim ABDULLAH

Abstract


The research explored how perceived risk moderates the relationship between impulsive buying, compulsive buying, and brand knowledge. A 6-month cross-sectional survey was used to collect data among a variety of different respondents with relevant behaviors by stratified random sampling. Scales of impulsive shopping, compulsive spending behaviors, brand expertise and perceived risk had been drawn upon for the previous studies. The results also show that while impulsivity and variety seeking have a positive effect on brand knowledge, the strength of their impact declines as perceived risk increases. Limitations include the cross-sectional nature of these analyses and self-report bias; thus, generalizability may be limited. This groundbreaking study demonstrates that the de-risking of consumer behavior can be an effective strategy, which may inform both marketing and policy making.

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References


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