Abstract

GONCALVES, Rita; BEZERRA LINS, Samuel Lincoln; AQUINO, Sibele Dias de  and  CUNHA DE SOUZA, Luana Elayne. The impulse of belonging: The influence of social identity of Portuguese youths on impulse buying. estud.gerenc. [online]. 2021, vol.37, n.161, pp.521-531.  Epub Aug 27, 2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.161.3977.

Impulse buying is a complex topic with varying influences. This experimental study aimed to analyze the effect of social identity, emotions, and product brand on the tendency of young people to buy sneakers by impulse. 545 young Portuguese took part, who answered an online questionnaire about an experimental scenario for the purchase of Adidas sneakers. The results indicate that the discount influences impulsive buying and positive emotions mediate the relationship between identification with young people and impulse buying. There was also a propensity to appropriate the brand as an identity marker for Portuguese youth. Thus, in addition to the characteristics of products, group processes may be related to this purchasing behavior.

Keywords : impulse buying tendency; emotions; discount; youth; brand; social identity.

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