10 The Urge to Splurge The central research question of this dissertation is the following: • To what extent do media cues (phygital, CSR advertising, and mediated mindfulness cues) affect consumers’ impulse buying urges and behaviors, and what is the role of self-inference processes in these potential effects? Figure 1 provides an overview of this dissertation by presenting the three contemporary societal developments and the media cues arising from them, which, arguably, affect impulse buying. Moreover, it highlights the self-inference processes that may play a role in the expected effects of media cues on impulse buying. In the remainder of this introduction, we will first shortly elaborate on the construct of impulse buying. Then we will further explain Figure 1 by discussing the three contemporary media cues that may affect impulse buying and addressing the three self-inferences processes relevant to the topic of this dissertation. At the end of this introduction, we will address the societal relevance of this research for various stakeholders, provide an outline of the empirical chapters, and describe the intended theoretical contribution of this dissertation. Figure 1: Overview of empirical chapters Impulse buying Rook (1987) argued that impulse buying is unplanned buying behavior, involving quick decision-making, and it is driven by an instantaneous desire for the relevant item. Desire is an important part of the definition, since it very clearly distinguishes unplanned purchases from impulse purchases (e.g., Muruganantham & Bhakat, 2013). This dissertation follows the idea that impulse buying is unplanned behavior, accompanied with a strong sudden urge to buy (e.g., Rook, 1987; Beatty & Ferrell, 1998; Amos et al., 2014). In addition, academics generally agree that impulse buying can be classified as hedonic (Barley & NancarChapter 2 Chapter 3 Societal development Merging of physical and digital world Increase of CSR initiatives Mindful consumption Phygital cues Interactive screens Advertising cues Self vs other- benefit frames Mediated minfulness cues Mf.instruction video Self-agency Self-justification Selfpresentation bias Media Cues Self-inference process Impulse buying urges and/or behavior Chapter 4
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