The Significance of Impulse Buying Today
Open Access
- 1 April 1962
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 26 (2) , 59-62
- https://doi.org/10.1177/002224296202600212
Abstract
Aware of the significance of impulse buying and wishing to anticipate possible changes in the market for its products, the Wm. Wrigley Jr. Company commissioned Stanford Research Institute to study the market for impulse items as it has developed in the past decade and as it is likely to develop during the 1960s. This article is drawn from the study findings, on the nature and significance of consumer impulse buying.Keywords
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