Keywords : Conscientiousness
Marketing and Branding Research,
2018, Volume 5, Issue 1, Pages 31-43
Normally impulse buying is considered to take place in the presence of extrinsic factors which lure customers into unplanned buying. The role of intrinsic factors in generating impulse buying remains under-researched, especially in the context of a developing country like Pakistan. This study aims to study the impact of personality on impulse buying behavior. The effect of personality on impulse buying is measured through five personality traits, namely Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism-also known as the OCEAN Model. It is an explanatory research study involving 400 people of diverse backgrounds and wide age brackets. Results indicated significant effects of Openness, Extraversion, Conscientiousness and Neuroticism and insignificant effect of Agreeableness on Impulse Buying Behavior. This study has valuable implications for Practitioners as well as Academics.