Aleksandra V. Fartunina

The article considers the relationship between the consumer’s emotional state and impulse purchases. The authors analyze the effects of the consumer’s impulse behavior on buying food products. According to numerous studies of consumer behavior conducted in Russia, the share of purchases defined as impulse purchases has been steadily increasing. Insufficient understanding of the specifics and nature of impulse purchases may negatively affect both consumers’ well-being, including their psychological and financial state and companies’ financial sustainability in the long term. The article aims to improve understanding of consumer behavior in Russia and identify the relationship between the consumer’s emotional state and impulse purchases of food products. Previous research into the topic has allowed the authors to form understanding of impulse purchases and systematize factors influencing them. The effect of consumer’s emotional state on impulse purchases of food products has also been described. An empirical study including a series of in-depth interviews and a quantitative survey forms the basis for the present research. To identify the relationship between the consumer’s emotional state and impulse purchases of food products in Russia the structural equation modeling method is applied. The result of testing are reveal several alternative models, differences in the patterns of impulse buying behavior of female and male respondents. The research confirms that negative emotions significantly affect sensitivity to visual characteristics of products, impulsivity, and unplanned purchasing with both female and male consumers. Positive emotions, in contrast, demonstrate statistical significance with men solely. These findings can be explained by the consumer’s desire to reduce emotional tension and improve emotional state. The article provides a basis for further research into emotionally driven consumer behavior and improve predictability of purchasing behavior.