Integrating impulse buying and the anchoring effect theory on essential and non-essential products

Yee Qin Lee; Soo Yeong Ewe; Ghazala Khan

Integrating impulse buying and the anchoring effect theory on essential and non-essential products

Yee Qin Lee, Soo Yeong Ewe, Ghazala Khan

Malaysia Sch of Business

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Other › peer-review

Abstract

This paper investigates the impact of integrating the anchoring effect in impulse
buying condition on consumer purchasing behaviour (i.e., price estimation, willingness to pay and purchase intentions), as well as the moderating effect of product familiarity on such relationships.

Original language	English
Title of host publication	2023 AMA Winter Academic Conference
Subtitle of host publication	Marketing During Times of Change
Editors	Nita Umashankar, Monika Lisjak
Place of Publication	USA
Publisher	American Marketing Association (AMA)
Pages	1436-1439
Number of pages	4
ISBN (Electronic)	9780877570158
Publication status	Published - 2023
Event	American Marketing Association Winter Academic Conference 2023 - Virtual/Online, Nashville, United States of America Duration: 10 Feb 2023 → 12 Feb 2023 https://www.ama.org/events/academic/2023-ama-winter-academic-conference/

Publication series

Name	Proceedings
Volume	34

Conference

Conference	American Marketing Association Winter Academic Conference 2023
Abbreviated title	AMA WAC 2023
Country/Territory	United States of America
City	Nashville
Period	10/02/23 → 12/02/23
Internet address	https://www.ama.org/events/academic/2023-ama-winter-academic-conference/

Keywords

anchoring effect
Consumer behavior
Decision Making
product familiarity

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf

Cite this

Lee, Y. Q., Ewe, S. Y., & Khan, G. (2023). Integrating impulse buying and the anchoring effect theory on essential and non-essential products. In N. Umashankar, & M. Lisjak (Eds.), 2023 AMA Winter Academic Conference: Marketing During Times of Change (pp. 1436-1439). (Proceedings; Vol. 34). American Marketing Association (AMA). https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf

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title = "Integrating impulse buying and the anchoring effect theory on essential and non-essential products",

abstract = "This paper investigates the impact of integrating the anchoring effect in impulsebuying condition on consumer purchasing behaviour (i.e., price estimation, willingness to pay and purchase intentions), as well as the moderating effect of product familiarity on such relationships.",

keywords = "anchoring effect, Consumer behavior, Decision Making, product familiarity",

author = "Lee, {Yee Qin} and Ewe, {Soo Yeong} and Ghazala Khan",

year = "2023",

language = "English",

series = "Proceedings",

publisher = "American Marketing Association (AMA)",

pages = "1436--1439",

editor = "Nita Umashankar and Monika Lisjak",

booktitle = "2023 AMA Winter Academic Conference",

note = "American Marketing Association Winter Academic Conference 2023, AMA WAC 2023 ; Conference date: 10-02-2023 Through 12-02-2023",

url = "https://www.ama.org/events/academic/2023-ama-winter-academic-conference/",

}

Lee, YQ , Ewe, SY & Khan, G 2023, Integrating impulse buying and the anchoring effect theory on essential and non-essential products. in N Umashankar & M Lisjak (eds), 2023 AMA Winter Academic Conference: Marketing During Times of Change. Proceedings, vol. 34, American Marketing Association (AMA), USA, pp. 1436-1439, American Marketing Association Winter Academic Conference 2023, Nashville, Tennessee, United States of America, 10/02/23. <https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf>

Integrating impulse buying and the anchoring effect theory on essential and non-essential products. / Lee, Yee Qin ; Ewe, Soo Yeong ; Khan, Ghazala.
2023 AMA Winter Academic Conference: Marketing During Times of Change. ed. / Nita Umashankar; Monika Lisjak. USA: American Marketing Association (AMA), 2023. p. 1436-1439 (Proceedings; Vol. 34).

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Other › peer-review

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AU - Ewe, Soo Yeong

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KW - Decision Making

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