The Effect of Companion's Gender on Impulsive Purchasing: The Moderating Factor of Cohesiveness and Susceptibility to Interpersonal Influence

Abstract

Most impulse purchasing research investigates individual‐level factors. This paper, however, examines the influence of shopping companion gender on impulse purchasing. The results of the three studies show that shoppers were more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. In addition, shoppers who were in the low‐cohesive condition and who shopped with an opposite gender companion were more likely to exhibit impulse purchase behavior than those who shopped with the same gender companion, and those who were susceptible to interpersonal influence were also more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. For shoppers who were not as susceptible to interpersonal influence, the influence of their companion's gender appeared to diminish on impulsive purchasing.