Does Buyer-Seller Personality Match Enhance Impulsive Buying? A Green Marketing Context

X. Wang (), M.Z. Tauni, Q. Zhang, Ayaz Ali and Fayaz Ali
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M.Z. Tauni: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Q. Zhang: DUFES - Dongbei University of Finance and Economics, Dalian
Ayaz Ali: Shah Abdul Latif University
Fayaz Ali: DUFES - Dongbei University of Finance and Economics, Dalian

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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). © 2020, © 2020 Taylor & Francis Group, LLC.

Date: 2020
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Published in Journal of Marketing Theory and Practice, 2020, pp.436-446. ⟨10.1080/10696679.2020.1780137⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04457148

DOI: 10.1080/10696679.2020.1780137

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