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Abstract
In decision-making consumers experience a "balance beam" effect between affective (emotional) desires and cognitive (reasoning) willpower, triggered by internal and external stimuli. As affect increases, cognition decreases creating impulsivity. The purpose of this study was to compare gender differences of affective and cognitive processes and product categories related to impulse buying. Two hundred seventy-seven students from The University of Georgia were surveyed about their impulse buying behavior. Using Analysis of Variances tests, males and females were found significantly different with respect to affective process components including irresistible urge to buy, positive buying emotion, and mood management and cognitive process components including cognitive deliberation, unplanned buying with the exception of disregard for the future. Significant differences were also found between the following product categories: shirts/sweaters, pants/skirts, coats, underwear/lingerie, accessories, shoes, electronics, hardware, computer software, music CDs or DVDs, sports memorabilia, health/beauty products, and magazines/books for pleasure reading. No differences were found in regard to suits/business wear and entertainment.