Gopalkrishnan R. Iyer

Who they are

The paper gives Iyer's affiliation as the College of Business, Florida Atlantic University. With M. Blut, S. H. Xiao and D. Grewal, he pooled 231 samples and more than 75,000 consumers in the Journal of the Academy of Marketing Science, published online in 2019 and in print in 2020. The analysis linked higher self-control to fewer impulse purchases and counted marketing stimuli, such as price discounts, promotions and store atmosphere, among the main triggers, alongside shoppers' motives.

The paper adopts D. W. Rook's 1987 definition of impulse buying. It also mentions, once, in its introduction, an estimate that 62 per cent of in-store purchases are impulse purchases, credited to a 2015 newspaper column; that figure is background, not a finding of the meta-analysis.

Key papers

Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). "Impulse buying: a meta-analytic review." Journal of the Academy of Marketing Science, 48, 384-404. Published online 9 July 2019. doi:10.1007/s11747-019-00670-w.

Key ideas

See Impulse Buying.

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