The post-purchase stage of impulse buying: The mediating role of cognitive appraisal

Abstract

          This paper proposes a conceptual model to explain the post-purchase stage of the impulse-buying phenomenon. The model incorporates cognitive appraisal theory to explain the customer’s psychological mechanisms after an impulse purchase was made. This paper also reviews both the impulse-buying literatures and the cognitive appraisal theory in furtherance of explaining the post-purchase stage of impulse buying. Impulse buying frequently triggers negative customer emotions and evaluations. This creates a negative impact on overall customer brand attitudes and, potentially, on a company’s long-term revenue. In contrary, some previous studies found positive customer emotions and attitudes. Thus, this study starts with three research questions: How do customers feel after an impulse-buying decision is made? What is the cause of these specific emotions? How do these emotions potentially affect a particular brand? This paper investigates an unexplored area and contributes to the debate regarding impulse buying in terms of emotional consequences. Further, it studies the attitude toward brands resulting from the emotion of the customer in an impulse-buying context. This study finally proposes an integrated model of the post-purchase stage of impulse buying.