The purpose of this study was to explore the impact of stress and external impulse trigger cues on impulse buying online with the theory of Symbolic Self-Completion as the research framework. Quantitative methods were employed in order to accurately
analyze the relationship between each variable. Participants were recruited through convenience sampling from a Midwestern University in the United States. A total of 156 surveys were collected all from female participants.
The survey was all done online so as to accurately reflect online shopping. Deception was used in order to induce minor stress and threat to participants' self-concept which was directly followed by the impulse tendency images. Material Values and Extrinsic Contingency Focus were measured as they were used to see the moderating effects they had on impulse tendency.
The overall results, resulting from the quantitative data of the survey, were that stress did in fact impact impulse tendency but was a delayed reaction. The delayed reaction resulted in only the second image being used for impulse buying. The order of the images was randomly assigned. It was also evident that the impulse cues ideas and suggestions were more effective than the impulse cues sales and promotions.
In addition to the main findings, the results show that the younger participants are overall more impulsive. This verifies previous research findings and assumptions of this research.