Impulsive Buying more with Companions
A study conducted among 791 participants done by researchers at the University of Tennessee, USA showed that impulse purchase decisions at grocery shops is more likely when a buyer is accompanied by a companion. The results showed that parents and spouses were the most common shopping companions and the most influential on the shopper’s impulse purchase decisions compared to other types of companions (eg. significant others, colleagues, children, friends and other shoppers). Additionally, the effect of different shopping companions varies based on the shoppers’ internal characteristics and the social distance between the shopper and the shopping companion.