Does buyer-seller personality match enhance impulsive buying? A green marketing context

• Published in: Journal of marketing theory and practice Vol. 28; no. 4; pp. 436 - 446
• Main Authors: Wang, Xuhui, Tauni, Muhammad Zubair, Zhang, Qilin, Ali, Ayaz, Ali, Fayaz
• Format: Journal Article
• Language: English
• Published: Routledge 01.10.2020; The Association of Marketing Theory and Practice
• Subjects: Business administration; Humanities and Social Sciences
• ISSN: 1069-6679; 1944-7175
• DOI: 10.1080/10696679.2020.1780137

This study investigates the effect of buyer-seller personality similarity on consumers' impulsive buying. Based on interpersonal similarity theory, the results revealed that buyer-seller similarity in agreeableness and openness increased impulsive buying of agreeable and open-minded buyers with a stronger effect of agreeable buyer-seller dyads. While neurotic buyer-seller dyads showed a significant negative effect on impulsive buying of neurotic buyers. Interestingly, conscientious and extraverted buyer-seller dyads failed to show a significant connection with the impulsive buying behavior. Thus, this study proposes that buyers exhibit different impulsive buying behavior when they interact with corresponding sellers due to their personality matching (mismatching).