Social representation of impulse purchasing by low-income consumers

• Autor(a) principal: Peñaloza, Verônica
• Data de Publicação: 2018
• Outros Autores: Portela, Mayara Soares Oliveira, Gerhard, Felipe, Quezado, Izabelle
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• DOI: 10.51359/2526-7884.2018.15037
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15037
• topic: impulse purchasing; low-income consumers; social representation.; consumo impulsivo; consumidores de baixa-renda; representação social.

Even though academic researches concerned with impulse purchasing has considerably increased over the last years, there are only few studies with focus on low-income consumers. Therefore, this paper aims to understand impulsive behaviour of low-income consumers analysing the collective construction of impulse purchasing through social representation theory. To this end, we choose short duration structured interview, basing on world evocation technique, as study method. These interviews were carried out over a research corpus constituted by 306 people with distinct sociodemographic characteristics. Results reveal that social representation of impulse purchasing is formed by a multitude of heterogeneous concepts with different aspects among social classes. However, three concepts are highlighted as the most important to understand this phenomenon: lack of planning, lack of control/exaggeration, and debt/indebtedness; they reveal a social construction composed by both normative and functional elements and consequences with negative connotations.