A study on consumer emotions before and after impulse buying on a mobile app.

Abstract

This paper focuses on the emotions that a consumer experiences during the entire purchase cycle of impulse buying on a mobile app. The emotions that a consumer experiences before he could have made an impulse purchase, during the purchase process and also after an impulse purchase have been analyzed through a qualitative study. The study has been taken one step forward and an analysis has been done on how the emotions vary when it comes to various product categories. It has been found that these emotions varied throughout the purchase stages and also across product categories.