The Effect Of Self Construal,Emotion And Advertising Appeal On Impulsive Buying

With the rapid development of the global economy,people's living standards and the consumption level have gradually improving.So there appeared many impulsive buying behaviors.In the existing studies,researchers found that self construal influenced impulsive buying significantly.Therefore,on the basis of self construal,the study introduced two independent variables: emotion and advertising appeal.The purpose was to discuss the effect of self construal,emotion and advertising appeal on impulsive buying.The study randomly chose 212 college students in Hunan Normal University as subjects,used two two-factors between-subjects experimental designs and the situational simulation projecting method to explore and measure impulsive buying level.The first study activated situational self construal by instruction and evoked emotion by emotional pictures and subjects' recall or imagine,and the purpose was to explore the effect of self construal and emotion on impulsive buying.The second study also activated situational self construal by the same method and required subjects to read different advertising appeal material to explore the effect of self construal and advertising appeal on impulsive buying.Thestudy result was analysed by the statistical software SPSS19.0and then come to the specific conclusions.(1)The effect of self construal on impulsive buying was significant,accordingly the impulsive buying level of the independent self construal group was higher than that of relational self construal group.(2)The interaction of self construal and emotion on impulsive buying was significant,accordingly under the independent self construal,the impulsive buying level of the positive emotion group and the neutral emotion group was higher than that of the negative emotion group,and under the relational self construal,the impulsive buying level of the negative emotion group was higher than that of the positive emotion group and the neutral emotion group.(3)The interaction of self construal and advertising appeal on impulsive buying was significant,accordingly under the independent self construal,the impulsive buying level of the rational advertising appeal group was higher than that of the emotional advertising appeal group,and under the relational self construal,the impulsive buying level of the emotional advertising appeal group was higher than that of the rational advertising appeal group.Finally,some limitations of the study were concluded and some suggestions for future research were put forward.