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Getting into NERVES: Post-Buying Experiences of Impulsive Mothers, Proposing ETHICS Paradigm on Enhancing Impulse-Purchase Decisions

Volume: 135  ,  Issue: 1 , October    Published Date: 26 October 2023
Publisher Name: IJRP
Views: 98  ,  Download: 49 , Pages: 109 - 133    
DOI: 10.47119/IJRP10013511020235601


# Author Name
1 Joel Menguez Doblar Jr.


Impulse buying on its general context refers to the unplanned acquisition of goods after feeling an urge to buy. Nowadays, market inventors purposely provide strategies to heighten enticing factors to attract impulsive buyers. Yet, it is often neglected seeing the after purchase experiences of these buyers, making this pool of unplanned purchasers one-time customers. Thus, the aim of this study is to conduct an in-depth exploration and illustration of the post-buying experiences of impulsive mothers through thematic clusters toward providing a paradigm to more effectively understand impulsive buyers uncontrolled tendency to purchase. To realize these objectives, researcher utilized qualitative-exploratory research using Philip Mayrings approach to qualitative content analysis and a semi-structured conversational interview method to twelve informants who satisfied set criteria by the researcher. Three thematic clusters in the acronym NERVES emerged after the analysis of the data gathered: Neglected finances talked about the serious financial problems faced by the informants Enticing Regrets on Values unmet referred to the emotional setbacks of the informants after being unsatisfied in their actual acquisition of the product/service and Equity through Smarter search stood as the response and application of learning of the informants from their experiences. Salient finding of this search is the 8.33% of the respondents who strongly claimed their satisfied feeling after their purchase, turning them to be loyal to the brand though they are impulsive. To further strengthen the findings, comparison in the marketing platform is utilized by the researcher, where it is made evident that Ethical Marketing Platforms paved the way of for the transition of impulsive buyers to loyal customers through ETHICS paradigm. Hence, the researcher then concluded that impulsive buyers are actually consumers searching for equity and has higher power to purchase, but their unmet expectations caused them to disconnect to the product. Also, it was established that unplanned buyers after being engaged to bad experiences became smarter future purchasers.


  • Impulsive Buyers
  • Ethical Marketing
  • Brand Loyalty
  • Post-buying Experiences
  • Integrity