Purpose

Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).

Design/methodology/approach

The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.

Findings

The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.

Research limitations/implications

This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.

Practical implications

Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.

Originality/value

The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.

中文翻译：

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快与慢思考：修订后的 SOR 模型，用于对奢侈时装店的冲动购买进行实证检验

目的

尽管有大量关于刺激-有机体-反应（SOR）的文献，但很少有人关注营销活动作为关键环境刺激的作用，也缺乏研究情绪和认知对消费者行为之间相互作用的研究。情绪对认知的连续影响。为了解决这些差距，本研究旨在通过结合卡尼曼的快慢思维理论来开发修订后的 SOR 模型，以研究平价奢侈品时尚 (ALF) 的冲动购买。

设计/方法论/途径

作者使用英国比斯特村 (BV) 的直销店作为 ALF 购物的研究背景。使用偏最小二乘结构方程模型分析了 633 名具有 BV 购物体验的消费者的调查样本。

发现

作者发现，ALF 的冲动购买源于情感和认知因素的相互作用，以及涉及店内刺激影响现场​​情绪和店内浏览的连续和双重过程。

研究局限性/影响

本研究揭示了品牌联系对现场情感和店内浏览之间的关系具有显着的负向影响，推进了SOR范式，反映了人类情感和推理对ALF商品冲动购买的交互作用。

实际影响

对消费者冲动购买的洞察对奢侈品牌管理（特别是 ALF 直销零售商和商店经理）具有实际意义。

原创性/价值

结果表明，店内浏览的现场情绪对冲动购买具有强大的连续效应，为卡尼曼的系统 1 和系统 2 思维理论提供了最新的实证支持。