The Significance of Impulse Buying Today
Journal of MarketingPublished 1 April 1962
Hawkins Stern
Citations835
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Aware of the significance of impulse buying and wishing to anticipate possible changes in the market for its products, the Wm. Wrigley Jr. Company commissioned Stanford Research Institute to study the market for impulse items as it has developed in the past decade and as it is likely to develop during the 1960s. This article is drawn from the study findings, on the nature and significance of consumer impulse buying.
Keywords
Business, Management and Accounting