Cultural influences on Consumer Satisfaction with Impuse and Planned Purchase Decisions


This study examines factors thought to influence consumers’ planned and impulse purchase decisions including subjective culture (individualist or collectivist consumers) and the presence of another person at the time of purchase. Data was collected in four countries — the USA, Australia, Singapore, and Malaysia. The results indicate that overall, consumers are differentially influenced by others in planned and impulse purchase situations, even after controlling for price. These differential influences can be explained by culture. Compared to more individualist consumers, more collectivist consumers are likely to be more satisfied with an impulse purchase when another person is present at the time of purchase.

surveys of 706 respondents from US, Australia, Singapore and Malaysia

Journal of Business Research
Volume 61, Issue 3, March 2008, Pages 265–272

Julie Anne Leea, Jacqueline J. Kacen