Eyes Wide Shopped: Shopping Situations Trigger Arousal in Impulsive Buyers

Abstract

The present study proposes arousal as an important mechanism driving buying impulsiveness. We examined the effect of buying impulsiveness on arousal in non-shopping and shopping contexts. In an eye-tracking experiment, we measured pupil dilation while participants viewed and rated pictures of shopping scenes and non-shopping scenes. The results demonstrated that buying impulsiveness is closely associated with arousal as response to viewing pictures of shopping scenes. This pertained for hedonic shopping situations as well as for utilitarian shopping situations. Importantly, the effect did not emerge for non-shopping scenes. Furthermore, we demonstrated that arousal of impulsive buyers is independent from cognitive evaluation of scenes in the pictures.