The Impacts Of Attribution Styles And Emotional Valence On Impulse Buying

In recent years, with the rapid development of our society and economy, people’s living standards rising, and accordingly there has been more and more impulse buying behavior. In the existing studies have demonstrated attribution style, mood will affect consumer buying decisions. The purpose of this study is to discuss the different types of consumers due to style as well as their level of impulse buying at different emotional valence, which explore attribution style, influence emotional valence of impulse buying.In this study, the first experimental study using experimental methods, the use of single factor among subjects randomized complete experimental design to explore the style attributed to the impact of impulse buying. They will be tried according to the different attribution styles after type packets, using impulse buying level measurement scenario simulation subjects. The results show: the main effect of different types of styles attributed to impulse buying significant(t =-2.307, p = 0.028).The second experimental study using the same way, using two-factor completely randomized between subjects experimental design to explore Attribution of style and emotional valence of impulse buying. The innovation is to be tested according to different attribution style grouping after using video material to be tested were evoked emotions to explore attribution style, the emotional impact of these two factors on the potency of impulse buying. The results show: the main effect of different types of styles attributed to impulse buying significant(F = 5.757, p = 0.018), the primary effect of emotional valence of impulse buying significant(F = 133.652, p < 0.001), attribution style and emotional valence interaction significant(F = 9.326, p = 0.003).Simple effect analysis found that under optimistic attribution style, the positive and negative emotion there were significant differences(p <0.001); in the pessimistic attribution style, the positive and negative emotion there were significant differences(p <0.001). On the positive emotions start, the presence of optimistic explanatory style type and type pessimistic attribution style significantly different(p <0.001); the negative emotions start under optimistic and pessimistic explanatory style type attribution style type no difference.The results of a comprehensive study and research II results showed that due to the different types of styles of the subjects with different levels of impulse buying. Pessimistic attribution style subjects impulse buying significantly higher than optimistic attribution style subjects. Potency of different emotions have different subjects under the impulse buying level. On the whole, impulse buying levels are tested positive emotions under higher level than impulse buying were tested negative emotions under. Different types of attribution styles were tested under different emotional valence has a different level of impulse buying. Among them, the positive emotions start, the pessimistic attribution style is again higher than the level of impulse buying optimistic attribution style subjects. The negative emotions start, the optimistic explanatory style subjects of impulse buying level slightly higher than the pessimistic attribution style of the subjects, the difference was not significant.Therefore, marketers in the face of different attribution styles of consumers, should be appropriate to take a different marketing strategy, and should take advantage of a variety of stimuli or to induce consumer sentiment, thereby enhancing the buyers make impulsive buying behavior probability.