Impact of consumers' impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products

• Published in: Journal of marketing theory and practice Vol. 32; no. 2; pp. 191 - 209
• Main Authors: Fazli-Salehi, Reza, Torres, Ivonne M., Madadi, Rozbeh, Zúñiga, Miguel Ángel
• Format: Journal Article
• Language: English
• Published: Routledge 02.04.2024
• ISSN: 1069-6679; 1944-7175
• DOI: 10.1080/10696679.2022.2143380

This study explores the impact of consumers' impulsiveness and variety-seeking traits on self-brand and communal-brand connection with high- vs. low-involvement products. This study's experiment employed a between-subjects design with two randomized blocks of high- and low-involvement product categories. Within each block, the relationship between the independent variables (i.e. impulsiveness and variety-seeking) and the dependent variables (i.e. self-brand connection, communal-brand connection, and purchase intention) were analyzed using SmartPLS. Results show that impulsiveness has a positive impact on self-brand connection and communal-brand connection with high-involvement and low-involvement products. Variety-seeking only positively impacts self-brand connection and communal-brand connection with low-involvement products.