Role of Cognitive Closet Interaction in the Relationship Between Product Attributes and Impulsive Buying Behavior: An S-O-R Perspective.

The present study examines consumers' intention to make impulsive buying decisions, one of the most interesting research topics in marketing, with a unique variable, cognitive closet/wardrobe interaction (CCI), using the stimulus-organism-response (S-O-R) model. Here, the product attributes considered are the external stimuli (S) and the cognitive process is the internal stimulus (O). The study investigates how cognitive closet interaction gets triggered when one is exposed to product attributes in both offline and online shopping. It measures the mediating role of cognitive closet interaction (O), based on the customer's perception about capsule wardrobes, must-haves and emotional attachments, in the relationship between product attributes (S) and intention to show impulsive buying behavior. The study considers two independent latent variables, namely, Product Attribute and Cognitive Closet Interaction, and one dependent variable Impulsive Buying Behavior. The study applied the purposive-non-random sampling method to collect data using a structured questionnaire (received 182 responses), and ran the analysis on AMOS software. The study found that product attribute has a significant positive influence on one's cognitive closet interaction. Similarly, this cognitive process showed a significant partial mediation effect on the relationship between product attribute (Stimulus) and impulsive buying behavior (Response). [ABSTRACT FROM AUTHOR]