Does buyer-seller personality match enhance impulsive buying? A green marketing context. Issue 4 (1st October 2020)

• Record Type: Journal Article
• Authors: Wang, Xuhui; Tauni, Muhammad Zubair; Zhang, Qilin; Ali, Ayaz; Ali, Fayaz
• Is Part Of: Journal of marketing theory and practice. Volume 28:Issue 4(2020)
• Page Start: 436
• Page End: 446
• Publication Date: 2020-10-01
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2020.1780137
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: 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).