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The Buying Impulse  购买冲动


Dennis W. Rook 丹尼斯-鲁克
The Journal of Consumer Research, Vol. 14, No. 2 (Sep., 1987), 189-199.
《消费者研究杂志》，第 14 卷，第 2 期（1987 年 9 月），189-199 页。
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The Buying Impulse  购买冲动

DENNIS W. ROOK* 丹尼斯-W-洛克*

Abstract 摘要

What is impulse buying? Despite the marketing and lifestyle factors that encourage it today, impulse buying is not yet well understood. This is due in part to the longstanding absence of a compelling conceptualization of this distinctive type of purchasing behavior. This article reviews extant research on impulsive behavior and then introduces a new interpretation of impulse buying. Following this are the results of an exploratory study that investigates the phenomenology of consumers' impulse buying episodes. The research identifies: (1) the subjective experiences that distinguish the onset of the buying impulse, (2) how consumers cope with their impulsive urges to buy, and (3) the types of negative consequences they incur as a result of their impulsive buying.
什么是冲动购物？尽管当今市场营销和生活方式等因素助长了冲动型购买，但人们对冲动型购买的认识还不够深入。部分原因是长期以来对这种独特的购买行为缺乏令人信服的概念。本文回顾了有关冲动行为的现有研究，然后介绍了对冲动购买的新解释。随后是一项探索性研究的结果，该研究调查了消费者冲动购买事件的现象学。研究确定了(1) 区分购买冲动开始时的主观体验，(2) 消费者如何应对购买冲动，以及 (3) 消费者因冲动购买而产生的负面后果类型。

mpulse buying is a pervasive and distinctive aspect of American consumers' lifestyles and also a focal point of considerable marketing management activity. Research dating back over 35 years reports impulse purchasing to be widespread among the consumer population and across numerous product categories (Applebaum 1951; Clover 1950; Katona and Mueller 1955; West 1951). More recently, one study found that between 27 and 62 percent of consumers' department store purchases fell into the impulse category and that few product lines were unaffected by impulse buying (Bellenger, Robertson, and Hirschman 1978). Marketing innovations such as credit cards, cash machines, "instant credit," 24 -hour retailing, home shopping networks, and telemarketing now make it easier than ever before for consumers to purchase things on impulse Also, there is some evidence that the Calvinistic sense of about spending is less severe today than it has been in the past (Albee 1977; Longman 1985; Meninger 1973).
冲动性购买是美国消费者生活方式中一个普遍而独特的方面，也是大量营销管理活动 的焦点。早在 35 年前就有研究报告称，冲动性购买在消费者群体和众多产品类别中十分普遍（Applebaum，1951 年；Clover，1950 年；Katona 和 Mueller，1955 年；West，1951 年）。最近，一项研究发现，消费者在百货商店购买的商品中有 27% 至 62% 属于冲动型购买，几乎没有哪个产品系列不受冲动型购买的影响（Bellenger、Robertson 和 Hirschman，1978 年）。现在，信用卡、提款机、"即时信贷"、24 小时零售、家庭购物网和电话营销等营销创新使消费者比以往任何时候都更容易冲动购物。
Despite all of this, there has been little consensus about what impulse buying actually is (Kollat and Willett 1969; Rook and Hoch 1985). Consequently, we know surprisingly little about the contents and dynamics of consumers' buying impulses. This article addresses these unresolved issues by providing: (1) a discussion of select social science interpretations of impulsive human behavior, (2) a critical review of previous impulse buying research, (3) a psychological definition of im-
尽管如此，人们对冲动性购买究竟是什么却鲜有共识（Kollat 和 Willett，1969 年；Rook 和 Hoch，1985 年）。因此，我们对消费者购买冲动的内容和动力知之甚少。本文针对这些悬而未决的问题，提供了：(1) 对人类冲动行为的部分社会科学解释的讨论；(2) 对以往冲动购买研究的批判性回顾；(3) 对冲动购买的心理学定义；(4) 对冲动购买的社会科学解释的讨论。
pulse buying, and (4) a report of the findings from an exploratory study of consumers' self-reported impulse buying episodes.
(4) 对消费者自我报告的冲动性购买事件进行探索性研究的结果报告。

PSYCHOLOGICAL IMPULSES AND IMPULSIVE BEHAVIOR
心理冲动和冲动行为

Much human activity is driven by impulses that are biochemically and psychologically stimulated. The former function neurophysiologically as waves of active change that continue along a nerve fiber and trigger a particular somatic or mental response. The latter function as psychologically stimulating and motivating agents that originate from both conscious and unconscious activity (Wolman 1973). One authoritative and comprehensive definition of a psychological impulse describes it as: "a strong, sometimes irresistable urge; a sudden inclination to act without deliberation" (Goldenson 1984, p. 37). An impulse is not consciously planned, but arises immediately upon confrontation with a certain stimulus (Wolman 1973). The onset of a psychological impulse occurs suddenly and spontaneously. Once triggered, an impulse encourages immediate action, and the urge may be powerful and persistent. Impulses sometimes prove irresistible. However, a behavior is not impulsive simply because it occurs swiftly. Habitual behavior, for example, is relatively automatic but not necessarily impulsive. Also, in emergencies individuals are apt to act immediately, but this may be more an instinctive than an impulsive response.
人类的许多活动都是由生化和心理刺激产生的冲动驱动的。前者在神经生理学上是一种活跃的变化波，它沿着神经纤维延伸并引发特定的躯体或心理反应。后者则是源自意识和无意识活动的心理刺激和动力（Wolman，1973 年）。一个权威而全面的心理冲动定义将其描述为"一种强烈的、有时是不可抗拒的冲动；一种未经深思熟虑就突然采取行动的倾向" （Goldenson，1984 年，第 37 页）。冲动不是有意识计划的，而是在面对某种刺激时立即产生的（Wolman 1973）。心理冲动的产生是突然和自发的。一旦被触发，冲动就会促使人们立即采取行动，而且这种冲动可能是强大而持久的。冲动有时是不可抗拒的。然而，一种行为并不因为它发生得迅速就属于冲动行为。例如，习惯性行为是相对自动的，但不一定是冲动的。此外，在紧急情况下，个人很容易立即采取行动，但这可能更多的是一种本能反应，而不是冲动反应。
In a general sense, impulsive behavior has been a target of philosophical discussion for many years. It is a central theme of the legend of Adam and Eve (Ainslee 1975), and the focal point of fables such as "The Grasshopper and the Ant." From a more formal perspective, economists have long observed people who sharply and foolishly discount the future (Jevons 1871/1911; Mill
从一般意义上讲，冲动行为多年来一直是哲学讨论的目标。它是亚当和夏娃传说的核心主题（Ainslee 1975），也是 "蚱蜢和蚂蚁 "等寓言故事的焦点。从更正式的角度来看，经济学家们很早就观察到一些人对未来打折扣（杰文斯，1871/1911 年；密尔，1871/1911 年）。
1848/1909; Samuelson 1937; Strotz 1956). More recent economic analyses focus on the psychological conflict that sometimes arises from consumers' choices between saving and impulsive spending (Thaler and Shefrin 1981).
1848/1909; Samuelson 1937; Strotz 1956）。最近的经济分析侧重于消费者在储蓄和冲动消费之间的选择有时会产生的心理冲突（Thaler 和 Shefrin，1981 年）。
For some time sociologists have studied patterns of "deferred gratification" (Schneider and Lysgaard 1953), "impulse renunciation" (Davis and Havinghurst 1946), and "instrumental orientation" (Parsons 1951) that are learned and developed in childhood. Some early sociological analyses concluded that the failure to learn effective impulse control is more prevalent among the lower classes (Hollingshead 1949; Whyte 1943), but the findings are inconclusive (Phypers 1970; Strauss 1962). Several studies suggest that adolescents with histories of impulsive behavior have a defective conception of future time (Barndt and Johnson 1955; Davids 1969 Davids, Kidder, and Reich 1962; Stein, Sarbin, and Kulik 1968).
一段时间以来，社会学家一直在研究 "延迟满足"（Schneider 和 Lysgaard，1953 年）、"放弃冲动"（Davis 和 Havinghurst，1946 年）和 "工具取向"（Parsons，1951 年）的模式，这些都是在童年时期学习和形成的。一些早期的社会学分析认为，未能学会有效控制冲动的现象在下层阶级中更为普遍（Hollingshead，1949 年；Whyte，1943 年），但研究结果并不确定（Phypers，1970 年；Strauss，1962 年）。一些研究表明，有过冲动行为史的青少年对未来时间的概念有缺陷（Barndt 和 Johnson 1955；Davids 1969 Davids、Kidder 和 Reich 1962；Stein、Sarbin 和 Kulik 1968）。
Social psychologists have also studied impulsiveness through experimental research on the capacity for delaying gratification and have found it to correlate positively with age, intelligence, social responsibility, and the presence of a father in the home. The ability to delay gratification has also been found to correlate negatively with an acquiescent personality, a disadvantaged family, and the length of the delay interval (Melikian 1959; Mischel 1966; Walls and Smith 1970). Research also showed that gratification delay is more prevalent among people who are high in need for achievement (Atkinson and Feather 1966; Mischel and Gilligan 1964).
社会心理学家还通过对延迟满足能力的实验研究来研究冲动性，并发现它与年龄、智力、社会责任感和家中是否有父亲呈正相关。研究还发现，延迟满足的能力与默许型人格、弱势家庭和延迟间隔时间的长短呈负相关（Melikian，1959 年；Mischel，1966 年；Walls 和 Smith，1970 年）。研究还表明，满足延迟在成就需求高的人中更为普遍（阿特金森和费瑟，1966 年；米谢尔和吉利根，1964 年）。
Psychoanalytic psychology also depicts impulse control as socially necessary. Freud claims that human civilization is based on individuals' development of internalized impulse controls. He interprets impulses as products of two competing forces: the pleasure principle and the reality principle. The pleasure principle encourages immediate gratification but is compromised insofar as a person responds to the reality principle's tendency toward rational deliberation. These two forces often compete, because impulses encourage action without careful consideration about the objective environment, and with little or no regard for potential realistic consequences. If an individual lacks sufficient impulse control, it represents a defect of repression that may lead to severe psychosocial problems (Kipnis 1971; Reich 1925; Winshie 1977).
精神分析心理学也认为冲动控制是社会所必需的。弗洛伊德 声称，人类文明的基础是个人对冲动控制的内化发展。他将冲动解释为两种竞争力量的产物：快乐原则和现实原则。快乐原则鼓励立即满足，但如果一个人对现实原则的理性思考倾向做出反应，就会受到影响。这两种力量经常相互竞争，因为冲动会鼓励人们采取行动，而不会仔细考虑客观环境，也很少或根本不会考虑潜在的现实后果。如果一个人缺乏足够的冲动控制能力，就代表着一种压抑缺陷，可能会导致严重的社会心理问题（基普尼斯 1971 年；赖克 1925 年；温希 1977 年）。
Impulses may be difficult to resist because they often involve anticipated pleasurable experiences. The reality principle ultimately pursues personal gratification; the crucial difference is that the reality principle's orientation is more long-term and goal-oriented, which tends to encourage delayed over immediate gratification. In human development the transition in dominance from the pleasure principle to the reality principle is one of the most important advances in the development of the ego (Freud 1920/1949). The transition is rarely a smooth one, however, and can generate intrapersonal conflict and ambivalence.
冲动可能很难抵制，因为它们往往涉及预期的快乐体验。现实原则最终追求的是个人的满足感；关键的区别在于，现实原则的取向更加长远和以目标为导向，倾向于鼓励延迟满足而不是立即满足。在人类的发展过程中，从快乐原则到现实原则的过渡是自我发展过程中最重要的进步之一（弗洛伊德，1920/1949 年）。然而，这种过渡很少是一帆风顺的，可能会产生人与人之间的冲突和矛盾。

CONSUMERS' BUYING IMPULSES
消费者的购买冲动

Although impulsive behavior can occur in any setting, consumer impulse buying is an extensive everyday context for it. In the modern marketplace, spontaneous urges to buy and consume often compete with the practical necessity to delay the immediate gratification that buying provides. Market researchers have had a longstanding interest in this pervasive phenomenon, but many questions about impulsive purchase behavior still remain unanswered.
尽管冲动行为可能发生在任何环境中，但消费者的冲动购买是其广泛的日常背景。在现代市场中，自发的购买和消费冲动往往与延迟购买所带来的即时满足感的实际需要相冲突。市场研究人员对这一普遍现象有着长期的兴趣，但有关冲动性购买行为的许多问题仍未得到解答。

A Critical Review of Impulse Buying Research
冲动购买研究的批判性回顾

Extensive research on impulse buying began in the early 1950s and sought to investigate those purchase decisions that are made after the consumer enters a retail environment. The DuPont Consumer Buying Habits Studies (1948-1965), and also studies sponsored by the Point-of-Purchase Advertising Institute (e.g., Patterson 1963), gave an impetus to impulse buying research during this period. The DuPont studies provided the paradigm for most early research and defined impulse buying as an "unplanned" purchase. This definition was typically operationalized as the difference between a consumer's total purchases at the completion of a shopping trip, and those that were listed as intended purchases prior to entering a store. Numerous studies subsequently investigated the frequencies of unplanned "impulse" buying across various product categories (Applebaum 1951; Clover 1950; Katona and Mueller 1955; West 1951), and in different retail settings (Clover 1950; Consumer Buying Habits Studies 1965).
对冲动性购买的广泛研究始于 20 世纪 50 年代初，旨在调查消费者进入零售环境后做出的购买决定。杜邦消费者购买习惯研究（1948-1965 年）以及由购买点广告协会赞助的研究（例如，帕特森，1963 年）推动了这一时期的冲动购买研究。杜邦研究为大多数早期研究提供了范式，并将冲动购买定义为 "计划外 "购买。这一定义的典型操作方法是，消费者在购物行程结束时的总购买量与那些在进入商店前被列为计划购买的商品之间的差额。随后，许多研究调查了不同产品类别（Applebaum，1951 年；Clover，1950 年；Katona 和 Mueller，1955 年；West，1951 年）和不同零售环境（Clover，1950 年；消费者购买习惯研究，1965 年）中计划外 "冲动 "购买的频率。
Impulse buying research proliferated and extended to investigations of how merchandising stimuli such as retail shelf location (Patterson 1963) and amount of shelf space (Cox 1964) affected impulse buying. Other studies discovered the types of circumstances in which consumers buy things without prior planning (Stern 1962) and examined the relationships between consumers' demographic and lifestyle characteristics and their impulse buying susceptibility (Kollat and Willett 1967).
冲动性购买研究激增，并扩展到对零售货架位置（Patterson，1963 年）和货架空间大小（Cox，1964 年）等商品销售刺激因素如何影响冲动性购买的调查。其他研究还发现了消费者在哪些情况下会在没有事先计划的情况下购买东西（斯特恩，1962 年），并研究了消费者的人口统计和生活方式特征与冲动购买易感性之间的关系（科拉特和威利特，1967 年）。
As impulse buying research grew more extensive, it also came under widespread theoretical and methodological attacks. Two problems emerged to cloud the findings of these earlier studies. First, the taxonomical research approach that classified products into impulse and nonimpulse categories tends to obscure the fact that almost anything can be purchased on impulse (Kollat and Willett 1969; Shapiro 1973; Stern 1962). Today, impulse buying is still widely discussed in terms of which products are and are not impulse items (Assael
随着冲动购买研究的日益广泛，它也受到了理论和方法上的广泛攻击。有两个问题的出现给这些早期研究的结果蒙上了阴影。首先，将产品分为冲动型和非冲动型的分类研究方法往往掩盖了这样一个事实，即几乎任何东西都可以在冲动下购买（Kollat 和 Willett 1969；Shapiro 1973；Stern 1962）。如今，冲动型购买仍被广泛讨论，即哪些产品属于冲动型产品，哪些产品不属于冲动型产品（Assael
1985; Bellenger et al. 1978). A taxonomical approach can be useful, but it tends to divert attention from the internal motivation and its expression that are crucial to the impulsive purchase. It is people, not products, who experience consuming impulses (Rook and Hoch 1985). Also, the taxonomical orientation commonly conceives of impulse buying as involving only the purchase of low-priced, low-involvement goods (Assael 1985). Impulse buying's product dimensions extend well beyond snack items and gossip magazines to the outer limits of one's cash and credit. An extra TV set, a VCR, a larger microwave oven, an important piece of furniture, and a vacation cruise can all be impulse purchases as can a package of potato chips or a candy bar.
1985；Bellenger 等人，1978 年）。分类方法可能是有用的，但它往往会转移对冲动性购买至关重要的内部动机及其表达方式的关注。体验消费冲动的是人，而不是产品（Rook 和 Hoch，1985 年）。此外，分类学取向通常认为冲动性购买只涉及购买低价、低投入的商品（Assael，1985 年）。冲动性购买的产品范围远远超出了零食和八卦杂志，也超出了一个人的现金和信用额度。一台额外的电视机、一台录像机、一个更大的微波炉、一件重要的家具和一次度假游轮都可以是冲动性购买，一包薯片或一块糖果也可以是冲动性购买。
A second problem afflicting impulse buying research is the absence of an adequate theoretical framework to guide empirical work. Some time ago Nesbitt (1959) argued that some shopping behavior that is characterized as unplanned, or impulse buying, may actually be a form of in-store planning that a shopper uses to finalize his/her intentions. Planning is a relative term; consumers' plans are sometimes contingent and altered by environmental circumstance. Stern (1962) and Kollat and Willett (1969) both criticized the "unplanned purchase" definition as too vague and as encompassing too many different types of behavior. The operational procedures used to measure "unplanned" impulse buying are also problematic (Pollay 1968). When defined as the difference between actually concluded and previously planned acquisitions, impulse buying is difficult to measure accurately because consumers may be unable or unwilling to fully articulate their prepurchase intentions (Kollat and Willett 1969). Estimates of impulse purchases are likely to be exaggerated when a particular shopper uses the retail store itself as a memory cue. Remembering that one needs a gallon of milk or some toilet paper does not commonly involve truly impulsive behavior (Stern 1962). Not all unplanned purchases are impulsively decided. On the other hand, impulse purchase estimates will be attenuated when a product item is on the planning list, but the actual brand purchase was made on impulse.
影响冲动购买研究的第二个问题是缺乏一个适当的理论框架来指导实证工作。不久前，Nesbitt（1959 年）提出，一些被称为无计划或冲动购买的购物行为，实际上可能是一种店内计划，购物者利用这种计划来最终确定自己的意图。计划是一个相对的术语；消费者的计划有时会受到环境条件的影响和改变。斯特恩（Stern，1962 年）和科拉特与威利特（Kollat and Willett，1969 年）都批评 "计划外购买 "的定义过于模糊，包含了太多不同类型的行为。用于衡量 "计划外 "冲动购买的操作程序也存在问题（Pollay，1968 年）。如果把冲动购买定义为实际完成的购买与先前计划的购买之间的差额，那么冲动购买就很难准确测量，因为消费者可能无法或不愿意充分表达他们的购买前意图（Kollat 和 Willett，1969 年）。当某个购物者把零售店本身作为记忆线索时，冲动购买的估计值很可能会被夸大。记住自己需要一加仑牛奶或一些卫生纸并不是真正的冲动行为（Stern，1962 年）。并非所有计划外的购买行为都是冲动决定的。另一方面，如果产品项目在计划清单上，但实际的品牌购买是在冲动下进行的，冲动购买估计值就会减弱。
Despite all of this criticism, impulse buying is still widely characterized as "unplanned" purchase behavior (Bellenger et al. 1978; Cobb and Hoyer 1986; Engel, Blackwell, and Kollat 1978), although there have been some recent attempts to reexamine the impulse buying concept (Kroeber-Riel 1980; Rook and Hoch 1985; Weinberg and Gottwald 1982). Discussion has not yet offered a behavioral model that explains impulse buying by linking it to other types of impulsive behavior. Nor has the extant research provided a comprehensive, descriptive account of impulse buying's psychological contents. Most research has been conducted without the theoretical grounding that descriptive, phenomenological analyses often yield (Anderson 1983; Deshpande 1983; Glaser and Strauss 1967). As a result, we really know very little about what happens when consumers experience the impulse to buy.
尽管有这些批评，冲动购买仍被广泛定性为 "无计划 "的购买行为（Bellenger 等人，1978 年；Cobb 和 Hoyer，1986 年；Engel、Blackwell 和 Kollat，1978 年），尽管最近也有人尝试重新审视冲动购买的概念（Kroeber-Riel，1980 年；Rook 和 Hoch，1985 年；Weinberg 和 Gottwald，1982 年）。讨论还没有提出一种行为模式，通过将冲动购买与其他类型的冲动行为联系起来来解释冲动购买。现有的研究也没有对冲动性购买的心理内容进行全面的描述。大多数研究都是在没有理论基础的情况下进行的，而描述性的现象学分析通常会产生理论基础（Anderson 1983；Deshpande 1983；Glaser and Strauss 1967）。因此，我们对消费者产生购买冲动时的情况知之甚少。
In a general sense, most large-scale models of consumer behavior have failed to account explicitly for impulse buying behavior. Impulse buying is reactive behavior and often involves an immediate action response to a stimulus (Kroeber-Riel 1980). In most models, arousal and purchase are linked indirectly and depicted as mediated by "perceptual bias," "information recalled," and "intention" (Howard and Sheth 1969) or by "overt search" and "long-term memory" (Howard 1977). These models do not explain situations where arousal leads directly to action. Engel, Kollat, and Blackwell (1968) depict this as occurring as a result of "unanticipated circumstances," but this category is too broad.
从一般意义上讲，大多数大规模的消费者行为模型都未能明确解释冲动购买行为。冲动购买是一种反应行为，通常涉及对刺激的即时行动反应（Kroeber-Riel，1980 年）。在大多数模型中，唤醒和购买是间接联系在一起的，并被描述为由 "知觉偏差"、"信息回忆 "和 "意图"（Howard 和 Sheth，1969 年）或 "公开搜索 "和 "长期记忆"（Howard，1977 年）所中介。这些模型无法解释唤醒直接导致行动的情况。恩格尔、科拉特和布莱克韦尔（1968）把这种情况描述为 "意外情况 "的结果，但这一类别过于宽泛。

A Reconceptualization of Impulse Buying
重新认识冲动购物

The term "impulse buying" refers to a narrower and more specific range of phenomena than "unplanned purchasing" does. More importantly, it identifies a psychologically distinctive type of behavior that differs dramatically from contemplative modes of consumer choice. This article defines impulse buying in the following way:
与 "无计划购买 "相比，"冲动购买 "一词所指的现象范围更窄、更具体。更重要的是，它指出了一种在心理上与众不同的行为类型，与深思熟虑的消费选择模式大相径庭。本文对冲动型购买的定义如下：
Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences.
当消费者突然产生一种强烈而持久的冲动，想要立即购买某样东西时，就会产生购买冲动。购买冲动具有复杂的享乐性，可能会引发情感冲突。此外，冲动性购买很容易在不考虑后果的情况下发生。
Impulse buying is relatively extraordinary and exciting; contemplative buying is more ordinary and tranquil (Weinberg and Gottwald 1982). Buying impulses are often forceful and urgent; contemplative purchasing is less so. Also, impulse buying is a fast experience, not a slow one. It is more likely to involve grabbing a product than choosing one. Impulsive behavior is more spontaneous than cautious. A buying impulse tends to disrupt the consumer's behavior stream, while a contemplative purchase is more likely to be a part of one's regular routine. Impulse buying is more emotional than rational, and it is more likely to be perceived as "bad" than "good." Finally, the consumer is more likely to feel out-of-control when buying impulsively than when making contemplative purchases.
冲动型购买相对来说比较特殊和令人兴奋，而沉思型购买则比较普通和平静（Weinberg 和 Gottwald，1982 年）。购买冲动通常是强烈而紧迫的，而沉思型购买则不那么强烈。此外，冲动性购买是一种快速的体验，而不是一种缓慢的体验。它更可能是抓起一件产品，而不是选择一件产品。冲动行为是自发的，而不是谨慎的。购买冲动往往会打乱消费者的行为流程，而深思熟虑的购买则更有可能成为消费者常规行为的一部分。冲动性购买更多的是感性而非理性，更容易被认为是 "坏事 "而非 "好事"。最后，与深思熟虑的购买相比，消费者在冲动购买时更容易感到失控。
This interpretation is close in spirit to the "pure impulse" behavior that Stern (1962) identified but failed to elaborate with much detail, and it is consistent with most behavioral science approaches to explaining impulsive human behavior. Also, it corresponds with popular everyday characterizations of impulsive urges to buy and consume, such as the imaginary one depicted in Gary Larsen's cartoon (see the Figure).
这种解释在精神上接近于斯特恩（Stern，1962 年）所指出的 "纯粹冲动 "行为，但未能详细阐述，而且与大多数解释人类冲动行为的行为科学方法一致。此外，它也符合人们日常对冲动性购买和消费行为的描述，例如加里-拉森（Gary Larsen）的漫画（见图）中所描绘的假想冲动。

"The Far Side" cartoon by Gary Larson is reprinted by permission of Chronicle Features, San Francisco, CA
加里-拉尔森创作的 "远方 "漫画经加利福尼亚州旧金山《纪事特稿》授权转载

AN EXPLORATORY STUDY OF CONSUMERS' IMPULSE BUYING EPISODES
对消费者冲动购买行为的探索性研究

To date almost no published research has examined the behavioral content of individuals' impulse buying episodes. Earlier conceptualizations of impulse buying correctly identified the absence of forethought as a distinguishing feature. However, these definitions emphasize behavior that is not occurring, and research that relies on them has generally failed to illuminate what actually transpires during an impulse buying episode. Consequently, we know relatively little about how consumers experience the impulse to buy things. This state of affairs suggests the appropriateness of an exploratory research design that prioritizes discovery over confirmation (Deshpande 1983; Kaplan 1964).
迄今为止，几乎还没有任何公开发表的研究对个人冲动购买事件的行为内容进行过研究。早期的冲动性购买概念正确地将缺乏深思熟虑作为一个显著特征。然而，这些定义强调的是没有发生的行为，而依赖于这些定义的研究一般都无法揭示冲动性购买事件中实际发生的情况。因此，我们对消费者如何体验购买冲动知之甚少。这种状况表明，探索性研究设计是适当的，它优先考虑发现而不是确认（德什潘德，1983 年；卡普兰，1964 年）。
The study reported here is also sympathetic to the epistemological call for more naturalistic and experiential research approaches (Belk 1982, 1986; Holbrook and Hirschman 1982; Levy 1978, 1982, 1986; Lincoln and Guba 1985; Rook 1985; Sherry 1984). The research seeks to generate a "thicker description" (Geertz 1973) of the buying impulse than currently exists by exploring the phenomenology of impulsive shopping behavior through consumers' verbatim self-reports, with a minimum of formal structure. The methodological approach taken is sympathetic to phenomenological psychologists' criticism of excessive reductivism in behavioral research (Bolton 1982; Merleau-Ponty 1962) and seeks to provide a comprehensive account of consumers' impulse buying episodes.
本文所报告的研究也响应了认识论对更多自然主义和体验式研究方法的呼吁（Belk，1982 年，1986 年；Holbrook 和 Hirschman，1982 年；Levy，1978 年，1982 年，1986 年；Lincoln 和 Guba，1985 年；Rook，1985 年；Sherry，1984 年）。这项研究试图通过消费者的逐字自我报告来探索冲动购物行为的现象学，并尽量减少形式结构，从而对购买冲动进行比现有研究 "更深入的描述"（格尔兹，1973 年）。研究方法与现象学心理学家对行为研究中过度还原主义的批评（博尔顿，1982 年；梅洛-庞蒂，1962 年）不谋而合，力求对消费者的冲动购物行为进行全面描述。
The study's primary objectives are to identify impulse buying's behavioral components and to observe the extent to which consumers' subjective experiences correspond to the concept of impulse buying developed earlier in this article. The study focuses on these central aspects of conventional, everyday consumer impulse buying: (1) the experiential features that distinguish its onset and resolution, and (2) consumers' experiences with negative consequences following impulsive purchases.
研究的主要目的是确定冲动性购买的行为成分，并观察消费者的主观体验与本文前面提出的冲动性购买概念的对应程度。研究的重点是传统的、日常的消费者冲动性购买的核心方面：（1）区分冲动性购买的发生和解决的体验特征，以及（2）消费者在冲动性购买后对负面后果的体验。

Instrument, Sample, and Data Collection
工具、样本和数据收集

The data reported here were collected using a questionnaire that asked respondents these three (paraphrased) open-ended questions about their impulse buying:
本文所报告的数据是通过问卷收集的，问卷向受访者提出了有关冲动性购买的三个（意译）开放式问题：
  1. How did your most recent sudden urge to buy something come about? What happened first? Next?
    您最近一次突然想买东西是怎么产生的？先发生了什么？接下来呢？
  2. What kind of feeling is it when you experience the sudden urge to buy something?
    当你突然想买东西的时候，是一种什么样的感觉？
  3. What kinds of negative consequences have you incurred as a result of your impulse shopping?
    冲动购物会给您带来哪些负面影响？
Approximately one-half page was allocated as response space for each question, and respondents were encouraged to provide complete and detailed answers, using the full space provided. Following this were several demographic questions. Compared to data elicited through fixed-format surveys on the one hand and that from intensive depth interviews on the other, the quantity of data obtained represents a midrange of response depth. The average number of words provided for each of the three questions was 86,43 , and 52 , respectively.
每个问题的回答篇幅约为半页，我们鼓励受访者利用所提供的全部篇幅提供完整而详细的答案。随后是几个人口统计学问题。与通过固定格式调查和深入访谈获得的数据相比，所获得的数据量属于中等深度。三个问题的平均字数分别为 86、43 和 52。
The question naires were completed using both personal interview and self-completion approaches, with each accounting for approximately half the total. Usable data were collected from a sample of 133 respondents ( 65 males and 68 females) who were selected from college classrooms and off-campus field settings in the southwestern United States. Respondents were selected using quota sampling procedures that were designed to guarantee approximately equal representation between the sexes and also across age groups. Respondents' ages ranged from 18 to . Sixty-six were married; 67 were single. Finally, the sample's social status was generally representative of the lower middle to upper middle class groups.
问卷采用个人访谈和自我填写两种方式，各占一半左右。我们从美国西南部的大学教室和校外实地环境中抽取了 133 名受访者（65 名男性和 68 名女性），从中收集了可用数据。受访者是通过配额抽样程序选出的，该程序旨在保证两性之间以及各年龄组之间的代表性大致相同。受访者的年龄从 18 岁到 岁不等。66 人已婚，67 人单身。最后，样本的社会地位总体上代表了中下层至中上层群体。

Data Analysis 数据分析

Respondents' verbal protocols were analyzed using content analytic procedures. This is an appropriate mechanism for quantifying qualitative data (Kassarjian 1977). Some coding categories were derived a priori; others were constructed inductively from a representative subsample of 20 respondents. For example, this approach was used to define a manageable number of categories that account for the types of negative consequences that were reported to occur as a result of impulse buying.
受访者的口头协议采用内容分析程序进行分析。这是量化定性数据的适当机制（Kassarjian，1977 年）。一些编码类别是先验得出的，而另一些则是从 20 个有代表性的受访者子样本中归纳出来的。例如，我们使用这种方法定义了数量可控的类别，以反映冲动购物所导致的负面后果类型。
Category Reliability. Relying on procedures outlined by Kassarjian (1977, 1983), 14 coding categories were defined for analyzing respondents' descriptions of their impulse buying experiences. Some categories were more or less self-defining, while more abstract categories required explicit written definitions. Two trained judges (both graduate students) conducted the content analysis. The categories and coding instructions were pretested using a representative subsample of 20 questionnaires. Following this, some category definitions were revised. No coding categories had to be discarded due to the judges' inability to reach reasonable levels of reliability.
类别可靠性。根据 Kassarjian（1977 年，1983 年）概述的程序，我们定义了 14 个编码类别，用于分析受访者对其冲动购买经历的描述。有些类别或多或少可以自我定义，而较为抽象的类别则需要明确的书面定义。两名训练有素的评委（均为研究生）进行了内容分析。使用 20 份问卷中具有代表性的子样本对类别和编码说明进行了预先测试。之后，对一些类别定义进行了修订。没有任何编码类别因评委无法达到合理的可靠性水平而被放弃。
Interjudge and Intrajudge Reliability. The content analysis involved a total of 1,862 separate judgments; there were 75 interjudge disagreements. This resulted in an overall interjudge reliability figure of 96 percent, which conforms to conventional acceptance criteria (Kassarjian 1977). Individual category reliabilities ranged from a low of 84 up to 100 percent, with most well beyond the conventional minimum of 80 percent (Kassarjian 1977). Consistent with Kassarjian's (1977) observation, coding disagreements tended to cluster around the more abstract categories. All disagreements between the judges were discussed, and the reported research results reflect a 100 percent resolution. Intrajudge reliability, based on a reanalysis of the data two months after the initial coding, was 94 percent.
评判间和评判内的可靠性。内容分析共涉及 1,862 个独立的判断；判断间存在 75 次分歧。因此，总体的评判间信度为 96%，符合常规接受标准（Kassarjian，1977 年）。单个类别的信度从最低的 84%到 100%不等，大部分都远远超过了传统的最低信度 80%（Kassarjian，1977 年）。与 Kassarjian（1977 年）的观察结果一致，编码分歧往往集中在较为抽象的类别上。评委之间的所有分歧都经过了讨论，报告的研究结果反映了 100% 的解决率。根据首次编码两个月后对数据的重新分析，评委内部信度为 94%。

EXPERIENCING THE IMPULSE TO BUY
体验购买冲动

After receiving some preliminary instructions, respondents were provided with a simple definition of impulse buying ("a sudden urge to buy something"). They were then asked to recall the last time they had experienced something like this and to describe it in detail. Respondents were asked specifically to tell how it came about, where they were when it happened, and how it seized them. Beyond this they were allowed considerable freedom in answering these initial and subsequent questions.
在接受了一些初步指导后，我们向受访者提供了 "冲动购物 "的简单定义（"突然想买东西的冲动"）。然后，他们被要求回忆上一次经历类似事情的情景，并详细描述。受访者被特别要求讲述冲动是如何产生的、发生冲动时他们在哪里以及冲动是如何抓住他们的。除此之外，他们在回答这些初始问题和后续问题时有相当大的自由度。
Respondents' anecdotes provide vivid pictures of typical and more unusual impulse buying episodes. Eight distinctive behavioral features emerged from respondents' descriptions of their impulse buying expe- riences. Although each element was not found in every protocol, most appeared relatively often and two are conceptually important despite lower reported frequencies. Because respondents were not asked specifically about each of these impulse buying features, their self-reports represent a type of unaided recall. Consequently, it is likely that some features occurred more frequently than they were reported. Selections from respondents' anecdotes are presented verbatim, with identifying age and sex information indicated in parentheses following each quotation.
受访者的轶事生动地描述了典型的和更不寻常的冲动性购买事件。从受访者对冲动购物经历的描述中，我们发现了八个与众不同的行为特征。尽管每个特征并不是在每份协议中都能找到，但大多数特征出现的频率相对较高，有两个特征尽管出现的频率较低，但在概念上却非常重要。由于没有具体询问受访者关于这些冲动性购买特征中的每一个特征，他们的自我报告只是一种无助的回忆。因此，某些特征的出现频率很可能高于报告频率。本报告逐字摘录了受访者的部分轶事，并在每段引文后的括号中注明了受访者的年龄和性别信息。

Spontaneous Urges to Buy 自发购买冲动

The buying impulse is unexpected; it arises spontaneously and urges the consumer to "BUY NOW!" Almost one third ( 32 percent) of the sample mentioned this aspect explicitly. Respondents described "all of a sudden" being hit with urges to buy something:
购买冲动是出乎意料的；它是自发产生的，并促使消费者 "现在就买！"。近三分之一的样本（32%）明确提到了这一点。受访者描述了 "突然 "产生的购买冲动：
I saw the ice cream and immediately wanted some. (male45)
我一看到冰淇淋就想吃。（男 45）
I was in the Pottery Barn browsing, and saw this crystal candle holder. It came over me instantly. (male-34)
我在 Pottery Barn 逛街时，看到了这个水晶烛台。我立刻就被它吸引住了。（男-34）
The sudden urge to buy is likely to be triggered by a visual confrontation with a product or by some promotional stimulus, but the buying impulse does not always depend on direct visual stimulation. Some respondents described sitting at home and suddenly experiencing the urge to go out and buy something, with no apparent external visual encouragement.
突如其来的购买冲动很可能是由产品的视觉冲击或某种促销刺激引发的，但购买冲动 并不总是取决于直接的视觉刺激。一些受访者说，他们坐在家里，突然有了出去买东西的冲动，但并没有明显的外部视觉刺激。

Power and Compulsion: Intensity and Force
力量与强制：强度与力度

Psychological impulses stimulate a desire to act immediately, and the inclination may be urgent and intense (Goldenson 1984). Respondents often described the feeling of having to possess or to buy something instantly. Almost a third of the sample ( 31 percent) volunteered that the buying impulse made them feel compelled to purchase something:
心理冲动会激发立即行动的欲望，这种倾向可能是迫切而强烈的（Goldenson，1984 年）。受访者经常描述必须立即拥有或购买某样东西的感觉。近三分之一的样本（31%）主动表示，购买冲动使他们感到不得不购买某样东西：
It's the feeling of "I want that, and by God I'm gonna get it!" (female-48-describing a dress)
这是一种 "我想要这个，上帝啊，我要得到它！"的感觉。（女，48 岁，描述一件衣服）
It becomes almost an obsession. I start looking for ways to get it. Somehow I feel I can't wait. (male-19-describing a motor scooter)
这几乎成了一种痴迷。我开始想方设法得到它。不知怎么的，我觉得我等不及了。（男，19 岁，描述摩托车）
Buying impulses are likely to occupy center stage quickly and become intensely preoccupying. These recollections illustrate how totally involving the buying impulse can become:
购买冲动很可能迅速占据中心位置，并成为强烈的困扰。这些回忆说明了购买冲动可以变得多么完全：
For me it was a total mind filling experience. I could only think of one thing, and that was where I was going to put it when I got home. (male-68-describing a painting)
对我来说，这完全是一次充实的体验。我只想到一件事，那就是回家后我要把它放在哪里。(男-68-描述一幅画）
Once I can see it in my mind, it won't go away until I buy it. If I can see it, that's it. (female-55-describing a piece of jewelry)
一旦我能在脑海中看到它，它就不会消失，直到我买下它。如果我能看到它，那就够了。(女-55 岁-描述一件珠宝）
Some respondents described the force behind their buying impulses as being "like a hunger," even "animallike." They spoke forcefully about their "NEEDS" and "WANTS", and their sudden determination to gratify them. Some confessed to feeling compelled, obsessed, and desperate. These descriptions reflect contemporary folk conceptions about products' impulsive allures.
一些受访者形容他们购买冲动背后的力量 "像饥饿一样"，甚至 "像动物一样"。他们铿锵有力地讲述了自己的 "需要 "和 "愿望"，并突然下定决心要满足它们。有些人坦言自己感到被迫、着迷和绝望。这些描述反映了当代民间关于产品冲动诱惑的观念。

Excitement and Stimulation
兴奋与刺激

Respondents varied in the degree to which they portrayed the buying impulse as a source of personal excitement. In describing how it feels when an impulse to buy something comes over them, a few said that it was "no big deal:"
受访者将购买冲动视为个人兴奋源泉的程度各不相同。在描述购买冲动来临时的感受时，一些人说 "没什么大不了的"："......"。
It's nothing unusual-either you want it or you don't. (female-70)
这没什么稀奇的--要么你想要，要么你不想要。（女性-70）
It isn't anything spectacular. I guess you could say it is a little exciting. (femaie-44)
它并不引人注目。我想你可以说它有点令人兴奋。(femaie-44)
Many more described the impulse to buy as being very stimulating. Almost one fifth ( 19 percent) of the sample mentioned this aspect, depicting the sudden urge to buy something as "exciting," "thrilling," or "wild."
更多的人认为购买冲动非常刺激。将近五分之一（19%）的样本提到了这一点，认为突然产生的购买冲动是 "令人兴奋的"、"令人激动的 "或 "疯狂的"。
The variety and high levels of excitement that are attributed to impulse buying distinguish it from more calm and rational consumer decision making. One respondent said the onset of a buying impulse feels "like turning up the excitement volume." It comes on as a surprise and provides novelty and spontaneity. The buying impulse tends to disrupt an individual's ongoing behavior stream. This may cause it to be frightening, too; the extraordinary stimulation can induce feelings of being out-of-control. One respondent said the excitement is "like falling in love with a product." Some even reported experiencing feeling quasi-physiological symptoms, as the following anecdote illustrates:
冲动性购买的多样性和高度兴奋性使其有别于较为冷静和理性的消费决策。一位受访者说，购买冲动开始时的感觉 "就像调高了兴奋的音量"。它来得出人意料，给人新奇和自发的感觉。购买冲动往往会打乱个人正在进行的行为流。这也可能使人感到恐惧；非同寻常的刺激可能会使人产生失控的感觉。一位受访者说，这种兴奋 "就像爱上了一种产品"。一些人甚至报告说，他们感觉到了准生理症状，下面的轶事就说明了这一点：
The item you are sucked into stands out from the rest. As soon as you see it you stop walking and stare at it for a few minutes, then it suddenly strikes your head and gives you goosebumps. (male-27)
你被吸进去的物品与众不同。一看到它，你就会停下脚步，盯着它看上几分钟，然后它就会突然撞击你的脑袋，让你起鸡皮疙瘩。（男-27）
Other respondents described feeling a "tingling sensation," a "warm feeling," "hot flashes," or a "surge of energy" when struck by the impulse to buy. These data conflict with characterizations of impulse buying as a type of low-involvement purchasing (Assael 1985). Impulse buying can be highly involving.
其他受访者则描述了在冲动购买时的 "刺痛感"、"温暖感"、"潮热感 "或 "能量激增感"。这些数据与把冲动性购买描述为一种低参与性购买的观点相冲突（Assael，1985 年）。冲动性购买可以是高度参与性的。

Synchronicity 同步性

Adding to this excitement is a perceived sense of synchronicity. This theme appeared in only a handful (5 percent) of the stories and involves the magic of the happening, combining forces perceived as both internal and external. Individuals who reported this type of experience said they felt that they were in the right place at the right time, the beneficiaries of a unique and for- tuitous convergence of events. They described feeling things suddenly and synchronically fall into place:
更令人兴奋的是一种同步感。这个主题只出现在少数（5%）的故事中，涉及到神奇的事件，结合了被认为是内部和外部的力量。报告这类经历的人说，他们感觉自己在正确的时间出现在正确的地点，是独特而偶然的事件交汇的受益者。他们描述了事情突然同步发生的感觉：
It felt like something that you had been looking for for a long time had appeared before your eyes, and if you don't buy it now you won't have another chance. It is just the right place and time. (female-37-describing a pair of shoes)
这感觉就像你寻找已久的东西出现在你眼前，如果你现在不买，就再也没有机会了。时间和地点都恰到好处。(女-37 岁-描述一双鞋）
The impulse objects were interpreted as meant personally, or even preordained, for them. Running into the product just serendipitously happened to them, and recognition of its appropriateness came with the speed of light. This likely involves some displacement of blame upon the object ("the devil made me do it"), with an implicit abdication of personal responsibility. Despite its relative infrequency, the synchronicity theme points to a rationalized decision-process element that may be latent in larger numbers.
冲动的物品被解释为是他们个人的，甚至是命中注定的。他们只是碰巧遇到了这个产品，并以极快的速度认识到了它的合适性。这很可能是把责任推卸给了对象（"魔鬼让我这么做的"），同时也暗含着对个人责任的放弃。尽管同步性主题出现的频率相对较低，但它表明了一种合理化的决策过程因素，这种因素可能潜藏在更多的人身上。

Product Animation: Fantastic Forces
产品动画：神奇力量

Several respondents invested buying impulses with quasi-mystical properties. Some said they felt "hypnotized" or "mesmerized" by the experience and found themselves mindlessly moving toward a cashier, as if in a dream. A few others animated the objects of their desires. Their stories involved products that are not inert but are empowered with motility and a will. The impulse object demands attention, directs the consumer's activity, and ultimately determines the outcome, as these typical protocols illustrate:
一些受访者认为购买冲动具有准神秘的性质。一些人说，他们感觉自己被 "催眠 "或 "迷住 "了，发现自己无意识地走向收银台，就像在梦中一样。还有一些人把自己的欲望对象变成了动画。他们的故事所涉及的产品并非惰性，而是被赋予了动力和意志。正如这些典型的协议所说明的那样，冲动对象需要关注，引导消费者的活动，并最终决定结果：
I was standing in the grocery store checkout line, and the candy bar was staring there at me. (male-26)
我站在杂货店的收银台前，糖果棒就在那里盯着我看。（男-26）
The pants were shrieking "buy me," so I knew right then that I better walk away and get something else done. (female-35)
裤子在尖叫着 "买我吧"，所以我当时就知道我最好走开，去做别的事情。（女-35）
I had gone on to a different department, but the sweater was following me. I felt like it was pulling me back to the men's department, where I finally bought it. (male38)
我去了别的部门，但那件毛衣一直跟着我。我感觉它把我拉回了男装部，最后我在那里买了它。(男装 38）
Respondents not only animate these impulse items, they sometimes imbue them with magical ectoplasm. Mysterious forces are described as traveling between person and object and triggering impulsive purchases.
受访者不仅将这些冲动物品赋予生命，有时还为其注入神奇的外质。据描述，神秘的力量在人与物品之间游走，引发冲动性购买。
Whether individuals are expressing superstitions or creative metaphors is difficult to determine. Both situations probably involve some transference of guilt about buying, or even about having the impulse, onto the product itself. It may have been a case of willing seduction, but it is psychologically relieving to blame the product as the aggressor. Only a few ( 6 percent) of the stories contained product animation themes, yet this figure should be interpreted cautiously because respondents were not explicitiy asked to consider this topic. Recent observations of the functionings of superstition (Sherry 1984), myths (Levy 1981), and ritual
至于个人表达的是迷信还是创造性的隐喻，很难确定。这两种情况都可能涉及将购买的负罪感，甚至是冲动的负罪感转移到产品本身。这可能是一种心甘情愿的诱惑，但从心理上讲，把产品归咎于侵犯者是一种解脱。只有少数故事（6%）包含产品动画主题，但由于没有明确要求受访者考虑这一主题，因此对这一数字的解释应当谨慎。最近对迷信（Sherry，1984 年）、神话（Levy，1981 年）和仪式功能的观察表明
magic (Erikson 1977; Rook 1985) in everyday life suggest that such themes are pervasive.
日常生活中的魔法（埃里克森，1977 年；鲁克，1985 年）表明，这类主题无处不在。

Hedonic Elements: Feeling Good and Bad
享乐元素好与坏的感觉

The buying impulse is often accompanied by intense feeling states. Consumers' hedonic experiences have not been extensively researched (Hirschman and Holbrook 1982; Levy 1978), and impulse buying provides a rich opportunity to observe both the everyday pleasures and pains of buying behavior. In describing the kinds of feelings that accompanied their most recent buying impulse, 41 percent of the respondents reported that hedonic elements were involved. Many of these indicated that the impulse to buy makes them feel "good," "happy," "satisfied," "light," "wonderful," or "high." Some who had been feeling "down" added that it would make them feel better. Others described feeling selfindulgent, as though giving themselves a special treat or reward, and this could make them feel "frivolous," "naughty," or "devilish." Some expressed how impulse buying helps gratify their acquisitiveness:
购买冲动往往伴随着强烈的感觉状态。消费者的享乐体验尚未得到广泛研究（赫希曼和霍尔布鲁克，1982 年；利维，1978 年），而冲动性购买为观察购买行为的日常乐趣和痛苦提供了丰富的机会。在描述最近一次购买冲动的感受时，41% 的受访者表示其中包含享乐因素。其中许多人表示，购买冲动让他们感觉 "好"、"快乐"、"满足"、"轻松"、"美妙 "或 "兴奋"。一些情绪 "低落 "的人补充说，这会让他们感觉更好。另一些人则说，他们感到自我放纵，就像给自己一种特殊的享受或奖励，这会让他们感到 "轻浮"、"淘气 "或 "邪恶"。一些人表示，冲动购物有助于满足他们的购买欲：
What's really fun is imagining looking at my shoes. I see them all lined up in my closet, and then I just look at them. (female-32)
真正有趣的是想象看我的鞋子。我看到它们在我的衣橱里一字排开，然后我就看着它们。（女-32）
In contrast to these generally pleasurable features, respondents also spoke about the painful elements that accompany the impulse to buy something. Some said that the feeling was strange, or "blank," but others were more specifically negative:
与这些普遍令人愉悦的特点形成对比的是，受访者也谈到了购买冲动所带来的痛苦因 素。有些人说这种感觉很奇怪，或者说是 "空白"，但有些人则更具体地表达了负面情绪：
The feeling I get when I suddenly have the urge to buy something is PANIC-rushing to get to a checkout stand before I change my mind. (female-30)
当我突然有买东西的冲动时，我的感觉就是 "恐慌"--在改变主意之前，我急忙跑到收银台。(女-30 岁）
Sometimes I get sick to my stomach. (male-29)
有时我会反胃（男-29）
Others described themselves as becoming "restless" and "nervous." A few said they feel guilty merely for having a buying impulse and some recalled feeling "distressed," "out-of-control," or "helpless." These extremes of pleasure and pain suggest that impulse buying is hedonically quite complex.
还有人说自己变得 "坐立不安 "和 "紧张"。一些人说，他们仅仅因为一时的购买冲动而感到内疚，还有一些人回忆说，他们感到 "苦恼"、"失控 "或 "无助"。这些极端的快乐和痛苦表明，冲动性购买在享乐方面是相当复杂的。

Conflict: Good Versus Bad; Control Versus Indulgence
冲突：好与坏；控制与放纵

The interplay between the pleasure and reality principles is another significant impulse buying theme and was reported by 29 percent of those sampled. Their forceful energy and complex hedonics make buying impulses a source of emotional conflict and ambivalence. Respondents often described how the impulse to buy arouses both pleasure and guilt. Because impulse buying might involve breaking budgetary or dietary rules, consumers may feel guilty about being tempted to be "bad." To buy or not to buy is often a nagging question and involves the everyday struggle between relative good and evil. Sometimes the struggle seems one-sided; quite a few respondents reported having difficulty in getting control over their buying impulses. Some said the only way to relieve the tension was to give in and buy. More than a few reported feeling utterly helpless against the dictates of their impulses:
快乐原则与现实原则之间的相互作用是另一个重要的冲动性购买主题，有 29% 的受访者报告了这一主题。其强大的能量和复杂的享乐主义使购买冲动成为情感冲突和矛盾的根源。受访者经常描述购买冲动是如何引起快感和负罪感的。因为冲动购物可能会违反预算或饮食规则，消费者可能会因为受到 "坏 "的诱惑而感到内疚。买还是不买往往是一个令人纠结的问题，涉及到每天在相对的善与恶之间的挣扎。有时，这种挣扎似乎是单方面的；不少受访者表示很难控制自己的购买冲动。有些人说，缓解紧张的唯一办法就是屈服和购买。更多的受访者表示，他们对自己的冲动感到束手无策：
There is no stopping me. The urge just comes over me all at once and seems to take control. It is such an overwhelming feeling that I just have to go along with it. (male-52)
我无法停止。冲动一下子涌上心头，似乎要控制我。这是一种压倒性的感觉，我只能顺其自然。（男-52）
It feels like a disease when you get it, because you can't stop or control it. (female-24)
得了这种病，感觉就像得了一种病，因为你无法停止或控制它。（女-24）
A wave of irrationality comes over you. (male-22)
一股非理性的浪潮向你袭来。（男-22）
Several confessed they simply couldn't resist certain buying impulses and felt quite "out-of-control."
一些人坦言，他们根本无法抵制某些购买冲动，感觉相当 "失控"。

Disregard for Consequences
无视后果

An impulse's urge toward immediate action discourages consideration of the behavior's potential consequences. A powerful urge to buy may prove irresistible; some consumers reported succumbing to their buying impulses despite an awareness of potentially negative consequences:
冲动会催促人们立即采取行动，从而阻碍人们考虑行为的潜在后果。强烈的购买冲动可能会让人无法抗拒；一些消费者表示，尽管意识到潜在的负面后果，他们还是屈从于购买冲动：
I feel like I'm doing something I'm not supposed to be doing, but am doing it anyway. What the heck! (male54)
我觉得自己在做一件不该做的事，但还是做了。这到底是怎么回事？（男 54）
To hell with everything else. I want it and I'm going to get it. (male-34)
其他一切都见鬼去吧。我想要，我就要得到。（男，34岁）
You know you shouldn't buy it, but it doesn't matter. (female-27)
你知道你不应该买它，但这并不重要。（女-27）
To the extent that they ignore realistic, potentially undesirable results of impulsive purchasing, they are likely to experience them.
如果他们忽视了冲动性购买可能带来的现实不良后果，他们就很可能会经历这些后果。

IMPULSE BUYING'S NEGATIVE CONSEQUENCES
冲动购物的负面影响

The postindustrial world enjoys a relative affluence amidst a dizzying abundance of goods and services, and marketing innovations have now made it easier than ever before for individuals to buy things on whim. The consumption fantasy is further stoked by a mass media that splash before us golden images of how a more abundant life can be lived (Levy 1978). Individuals muddle through, trying to be good, but are frequently tempted by seductive products. Everyday consumer experience often involves coping with impulses to buy and to consume, to "have it all now."
后工业世界在令人眼花缭乱的丰富商品和服务中享受着相对富足的生活，市场营销的创新使人们比以往任何时候都更容易心血来潮地购买东西。大众传媒将如何过上更富裕的生活的金色画面展现在我们面前，进一步刺激了人们的消费幻想（Levy，1978 年）。人们得过且过，努力做好自己，但却经常受到诱人产品的诱惑。日常的消费体验往往需要应对购买和消费的冲动，"现在就拥有一切"。
Recently, both popular journalism and clinical studies have brought considerable attention to impulse control disorders (Polivy and Herman 1985). Several growth industries have emerged in response to the pervasive problems with chemical substance abuse, bingepurge eating behavior, spending sprees, and sexual compulsiveness. These represent extraordinary defi-
最近，大众新闻和临床研究都相当关注冲动控制障碍（Polivy 和 Herman，1985 年）。针对普遍存在的化学药物滥用、暴饮暴食行为、疯狂消费和性强迫等问题，出现了一些新兴产业。这些都代表了非同寻常的缺陷。
ciencies in impulse control (Kipnis 1971; Winshie 1977), but normal, everyday impulsive behavior can also result in unambiguously negative consequences.
但是，正常的日常冲动行为也可能导致明确的负面后果。
Respondents were asked whether they had ever incurred any negative experiences as a result of their impulse buying. If they had, they were asked to explain this in detail. Over 80 percent of the sample indicated that they had incurred some kind of problem, while 19 percent said they had never run into any kind of trouble following an impulse purchase. When answering this question, respondents' tone and affect varied considerably. Some, particularly those who reported no problems, disparaged those with less impulse control. Others simply indicated that they had experienced a problem once or twice but that it was "no big deal." Still others reacted as if they had been harboring pent-up desires to confess their impulse buying transgressions. These individuals emphatically admitted to being "bad" and letting their buying impulses get them in considerable trouble.
受访者被问及是否曾因冲动购物而产生负面经历。如果有，则要求他们详细解释。超过 80% 的受访者表示他们遇到过一些问题，而 19% 的受访者表示他们从未在冲动购物后遇到过任何麻烦。在回答这个问题时，受访者的语气和情绪差异很大。有些人，特别是那些表示没有遇到过问题的人，贬低那些冲动控制能力较差的人。其他受访者只是表示他们遇到过一两次问题，但 "没什么大不了的"。还有一些人的反应就好像他们一直压抑着忏悔自己冲动购物过失的欲望。这些人断然承认自己是 "坏人"，让自己的购买冲动给自己带来了相当大的麻烦。
Fifty-six percent of those respondents who reported negative consequences said they had experienced financial problems as a result of their impulse buying. Thirty-seven percent said they suffered a disappointment with an impulsively purchased product; twenty percent reported having felt guilty; and almost as many ( 19 percent) had been the target of someone else's disapproval. Finally, only a few ( 8 percent) said that an impulse purchase had spoiled their (nonfinancial) plans, such as a diet. Although some respondents reported experiencing various financial hardships or emotional trauma, none indicated they sought professional counseling with this as the presenting symptom, nor did any in this sample report participation in support groups for compulsive buyers, such as Spendermenders.
在报告了负面影响的受访者中，有 56% 的人表示，他们曾因冲动购物而遭遇经济问题。37%的受访者说，他们对冲动购买的产品感到失望；20%的受访者说，他们感到内疚；几乎同样多的受访者（19%）说，他们曾是别人的反对对象。最后，只有少数受访者（8%）表示，冲动购物破坏了他们的（非经济）计划，比如节食。尽管一些受访者表示曾经历过各种经济困难或精神创伤，但没有人表示他们曾以此为主要症状寻求过专业咨询，也没有受访者表示参加过强迫性购买者支持团体，如 "挥霍者"（Spendermenders）。

DISCUSSION 讨论

Previous impulse buying research suffered from a phenomenological failure to identify what a buying impulse actually is. The research presented here has discovered the buying impulse to be a distinctive type of consumer buying behavior. These findings are consistent with earlier psychological interpretations of impulsive human behavior, and they serve to narrow the concept of impulse buying and distinguish it from other types of unplanned shopping. On the other hand, these findings are tentative and limited by the composition of the respondent sample and by methodological constraints. This study was exploratory and descriptive, and its results pose several issues for continuing research.
以往的冲动性购买研究在现象学上未能确定什么是真正的购买冲动。本文介绍的研究发现，购买冲动是一种独特的消费者购买行为。这些发现与早先对人类冲动行为的心理学解释相一致，有助于缩小冲动购买概念的范围，并将其与其他类型的无计划购物区分开来。另一方面，这些发现也是初步的，并受到受访者样本构成和方法的限制。本研究是探索性和描述性的，其结果为继续研究提出了几个问题。
We still have a lot more to learn about impulsive buying behavior per se. One limitation of this study may be that the respondents, when asked to recall a recent impulse buying episode, retrieved a particularly memorable impulse purchase. This would presumably encourage them to select more expensive and involving purchases. However, the data obtained do suggest that buying impulses vary in perceived intensity and that consumers vary in their ability to control these impulses. Extensive postpurchase (shopping bag) interviews with consumers while they sort their purchases into categories ranging from the regular and planned to the uncontrollable and urgent should help map a more finely grained continuum of impulse buying.
关于冲动性购买行为本身，我们还有很多东西要学习。这项研究的一个局限性可能是，当被调查者被要求回忆最近的冲动性购买事件时，他们回忆的都是印象特别深刻的冲动性购买。这大概会鼓励他们选择更昂贵、更有参与性的购买行为。然而，所获得的数据确实表明，购买冲动在感知强度上存在差异，消费者在控制这些冲动的能力上也存在差异。对消费者进行广泛的购买后（购物袋）访谈，同时将他们的购买行为分类，从常规的、有计划的购买行为到无法控制的、紧急的购买行为，应有助于绘制出更精细的冲动性购买的连续体。
It will also be productive to investigate impulse buying's dynamics more directly and in depth. This study identified the prominent self-reported experiential features that distinguish the impulse to buy, but the findings do not allow generalization about their relative frequencies. Research also needs to investigate directly the situational factors that are involved: the social environment (group versus solo buying); the purchase occasion, or task environment (gift versus nongift buying); temporal variables (evening versus daytime purchases); and physical environment variables (retail atmospherics). Impulse buying is presumably sensitive to consumers' mood states, and further research promises to discover how variation in mood stimulates consumer impulsivity, and more generally, will enhance understanding of the broad impact of moods on consumers' behaviors (Gardner 1985). Finally, another issue that needs attention is how consumers cope with the impulse to buy and which strategies they rely on to resist their consuming urges.
此外，更直接、更深入地研究冲动性购买的动态变化也将大有裨益。本研究发现了冲动性购买的显著自我报告体验特征，但研究结果并不能概括这些特征的相对频率。研究还需要直接调查与之相关的情景因素：社会环境（集体购买与单独购买）；购买场合或任务环境（礼品购买与非礼品购买）；时间变量（晚上购买与白天购买）；以及物理环境变量（零售氛围）。冲动性购买可能对消费者的情绪状态很敏感，进一步的研究有望发现情绪的变化是如何刺激消费者的冲动性的，更广泛地说，将加深人们对情绪对消费者行为的广泛影响的理解（加德纳，1985 年）。最后，另一个需要关注的问题是消费者如何应对购买冲动，以及他们依靠哪些策略来抵制消费冲动。
The data from this study suggest that people vary in their impulse buying proclivities. It is useful to think of consumer impulsivity as a lifesyle trait; Heslin and Johnson (1985) have done so and developed an instrument to measure it. Work in this vein will lead to profiling high-, medium- and low-impulse consumers. This will build upon previous social psychological studies to help improve understanding of how impulsive behavior varies with select demographic and lifestyle factors and is associated with particular shopping behaviors. Consumer impulsiveness is probably related to various aspects of general acquisitiveness and materialism (Belk 1982, 1984, 1985), to personality traits such as variety and sensation seeking (Hirschman 1980; Raju 1980), and to risk aversion and parsimony. Recreational shopping (Bellenger and Korgaonkar 1980; Tauber 1972) is also presumably correlated positively with impulse buying frequencies.
这项研究的数据表明，人们的冲动购买倾向各不相同。Heslin 和 Johnson（1985 年）将消费者的冲动性视为一种生活特征，并开发了一种测量工具。这方面的工作将有助于对高、中、低冲动型消费者进行特征分析。这将以以往的社会心理学研究为基础，帮助人们更好地理解冲动行为如何随特定的人口和生活方式因素而变化，以及如何与特定的购物行为相关联。消费者的冲动性可能与一般获取能力和物质主义的各个方面有关（Belk，1982 年、1984 年、1985 年），也与多种多样和追求感觉等个性特征有关（Hirschman，1980 年；Raju，1980 年），还与风险规避和吝啬有关。休闲购物（Bellenger 和 Korgaonkar，1980 年；Tauber，1972 年）也可能与冲动购买频率呈正相关。
The marketing factors that facilitate and encourage impulse buying also need renewed attention. As earlier discussion indicated, it is now easier than ever before for the American consumer to buy impulsively, and it would be useful to investigate in detail how various marketing factors (e.g., credit cards, 24-hour retailing) support impulsive purchasing and which ones exert the strongest influences. Finally, future research needs to take a cross-cultural perspective to observe how impulse buying occurs in different cultural contexts. Although buying impulses are presumed to be largely universal in nature, local market conditions, exchange paradigms,
促进和鼓励冲动性购买的营销因素也需要重新关注。正如前面的讨论所指出的，美国消费者现在比以往任何时候都更容易冲动购买，因此，详细调查各种营销因素（如信用卡、24 小时零售）如何支持冲动购买以及哪些因素对冲动购买的影响最大是非常有用的。最后，未来的研究需要从跨文化的角度来观察冲动性购买是如何在不同的文化背景下发生的。虽然购买冲动被认为在很大程度上具有普遍性，但当地的市场条件、交换范式、文化背景和社会环境都会对购买冲动产生影响、
and various cultural forces should impact how consumers operate on impulse.
以及各种文化力量都会影响消费者的冲动行为。
Finally, methodological variations will enhance our understanding of impulse buying phenomena. Most subjects in this study appeared to be quite familiar with impulse buying, and their response styles were generally forthright, involved, and animated. Still, the data from the study need to be interpreted with caution. Impulse buying is psychologically complex and often associated with sensitive emotional states. It is reasonable to assume that some respondents may be either unable or unwilling to recall or sort out their feelings. Consequently, it may prove useful to employ projective techniques in tandem with more common interview or experimental designs. This would be consistent with recent consumer studies that have relied on such a multiple methods approach (Belk 1985; Levy 1986; Rook 1985).
最后，方法上的差异会加深我们对冲动性购买现象的理解。本研究中的大多数受试者似乎对冲动性购买相当熟悉，他们的反应风格通常直率、投入、生动。不过，对研究数据的解释仍需谨慎。冲动性购买在心理上是复杂的，往往与敏感的情绪状态有关。我们有理由认为，有些受访者可能无法或不愿回忆或整理自己的感受。因此，在采用更常见的访谈或实验设计的同时，采用投射技术可能会被证明是有用的。这与最近的消费者研究中使用的多种方法是一致的（Belk 1985；Levy 1986；Rook 1985）。

[Received February 1986. Revised December 1986.]
[1986年2月收到，1986年12月修订]

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  1. *Dennis W. Rook is a Research Associate with DDB Needham Worldwide, 303 E. Wacker Drive, Chicago, IL 60601-5282. The author would like to thank Bobette Adler Levy and Gary Frazier for many helpful comments on early drafts of this article. In addition, the suggestions of three anonymous reviewers are gratefully acknowledged.
    *丹尼斯-W.-鲁克（Dennis W. Rook）是DDB Needham Worldwide公司的研究员，公司地址：303 E. Wacker Drive, Chicago, IL 60601-5282。作者感谢 Bobette Adler Levy 和 Gary Frazier 对本文初稿提出的许多有益意见。此外，三位匿名审稿人提出的建议也在此一并致谢。