THE POWER OF EMOTION: DRIVING IMPULSE BUYS IN FASHION RETAIL
Abstract
This literature review explores the nexus between emotional triggers and impulsive apparel purchases. Drawing from existing research, it examines how emotions, immediate needs, situational factors, and marketing strategies influence consumers' spontaneous buying decisions. The review identifies a critical research gap related to the psychological processes instigated by social media and online advertising, paving the way for further investigations. This study contributes to a holistic understanding of impulsive buying behaviour in the apparel industry, with implications for retailers and marketers.
Keyword : Impulsive Buying Behaviour, Emotional Triggers, Apparel Purchases, Consumer behaviour, Retail Psychology
This work is licensed under a Creative Commons Attribution 4.0 International License.
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