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Abstract


THE EFFECT OF PERSONALITY TRAITS AND MATERIALISM ON IMPULSIVE BUYING
Impulsive buying decision as well as the ones resulted from rationality and necessity are widespread among the consumers of modern world. There are several reasons lying under these impulsive buying decisions made impulsively without any plan or intent, but of all these reasons, personalities and the materialism level of consumers come to the fore. In this study, the effects of personalities and materialism level on impulsive buying decisions were aimed to explore. By means of the analysis through structural equation model (SEM), it was found that conscientiousness dimension of personality and materialistic tendency had an effect on impulsive buying decision.

Keywords
Consumer Behaviour, Impulsive Buying, Personality, Materialism.


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