O impulso da pertença: a influência da identidade social na compra por impulso de jovens Portugueses

Rita Gonçalves; Samuel Lincoln Bezerra Lins; Sibele Dias de Aquino; Luana Elayne Cunha de Souza

doi:10.18046/j.estger.2021.161.3977

Authors

Rita Gonçalves Assistente de Investigação, Faculdade de Psicologia e de Ciências a Educação, Universidade do Porto, Porto, Portugal. https://orcid.org/0000-0001-6068-3702
Samuel Lincoln Bezerra Lins Professor Auxiliar e Investigador, Faculdade de Psicologia e de Ciências da Educação, Universidade do Porto, Porto, Portugal. https://orcid.org/0000-0001-6824-4691
Sibele Dias de Aquino Doutoranda, Programa de Pós-Graduação em Psicologia, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, Brasil. https://orcid.org/0000-0003-1391-0911
Luana Elayne Cunha de Souza Professora Adjunta, Programa de Pós-graduação em Psicologia, Universidade de Fortaleza, Fortaleza, Brasil. https://orcid.org/0000-0001-9425-9598

DOI:

https://doi.org/10.18046/j.estger.2021.161.3977

Keywords:

impulse buying tendency, emotions, discount, youth, brand, social identity

Abstract

Impulse buying is a complex topic with varying influences. This experimental study aimed to analyze the effect of social identity, emotions, and product brand on the tendency of young people to buy sneakers by impulse. 545 young Portuguese took part, who answered an online questionnaire about an experimental scenario for the purchase of Adidas sneakers. The results indicate that the discount influences impulsive buying and positive emotions mediate the relationship between identification with young people and impulse buying. There was also a propensity to appropriate the brand as an identity marker for Portuguese youth. Thus, in addition to the characteristics of products, group processes may be related to this purchasing behavior.

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