Abstract:
Employing eight personality traits as suggested by Mowen, this study attempts to decipher the relationships these traits have with social conformity and impulsive buying tendency and between social conformity and impulsive buying tendency within one integrated framework. With data collected from 386 respondents, the article examines the relationship of personality traits using a 3M Model with social conformity and impulsive tendency of shoppers, and also determines the association between normative social influence and instantaneous urge to buy. The findings reveal that personality traits - conscientiousness, materialism and body needs have positive association with social conformity, whereas openness to experience is negatively associated with social conformity. With respect to impulsive buying tendency, neuroticism, materialism and arousal have positive relationships. The results also reflect positive affect of social conformity on impulsive buying tendency. These finding, along with research implications have enhanced the existing literature.