Thoughts and Opinions on Demonetization of A Currency and GST, How It Impacts the Individuals of the Country

Research Article

Austin J Bus Adm Manage. 2018; 2(1): 1023.

Thoughts and Opinions on Demonetization of A Currency and GST, How It Impacts the Individuals of the Country

Nadira Bessouh¹* and Djaouad Omar Belkhir²

¹Department of Marketing at School of Management Tlemcen - MECAS Laboratory – University of Tlemcen- Algeria

²Department of Management at University of Moualy Tahar - Saida - Algeria

*Corresponding author: Nadira Bessouh, Department of Marketing at School of Management Tlemcen – MECAS Laboratory – University of Tlemcen - Algeria

Received: January 22, 2018; Accepted: February 14, 2018; Published: February 21, 2018


The present research aims at studying the effect of mood on impulsive buying behavior. For this, a quantitative study was conducted and a scale of measurement was adapted to the Algerian context to identify the direct and indirect links between these two concepts, namely mood and impulse buying. The results of this study should enable store and point of sale managers to create added value for customers by offering intangible elements that appeal to the customers’ emotions and to symbolic evocations as well in order to influence the individual’s behavior towards the realization of spontaneous and impulsive purchases.

Keywords: Mood; Impulsive Purchase; Clothing Store; Algerian Buyer


Today purchases are made according to the affective and emotional components of the consumer [1,3]. Economic reason and rationality have been replaced by passion and ludic irrationality [4]. Indeed, we have moved from a cognitively dominated vision, with information management-based models, to an emotionally dominated vision [5]. Present-day society is characterized by the importance given to the emotional component and to the freedom to chose and buy [6]. Consumption has become a means for producing an emotionally gratifying experience for the consumer who is looking for hedonism in his act of purchase. These observations corroborate the fact that consumption has become a way of life [7]. Indeed, impulse buying has become a more regular occurrence in today’s society; present-day consumers show stronger impulse purchasing behavior. Taking into account the affect and emotions has helped to better understand the impulsive buying behavior. Moreover [8] have shown that the consumers’ affective states influence the perception of products in stores. Similarly [2], showed that the consumer’s affective states do have an impact on satisfaction. Moreover [9], emphasized the fundamental role of mood in triggering impulse buying. She showed that positive mood may strongly influence individuals to make an impulsive purchase in order to afford something to indulge themselves; this situation will certainly stimulate and develop very strong emotional reactions within the consumers. On the other hand, negative mood could cause individuals to give in to an impulse purchase in order to comfort themselves and cheer themselves up. Indeed, the present study aims at helping, people in general and store managers in particular, to understand the influence of mood on impulse buying in the light of the “affective” tendency. This emotional trend suggests that consumers sometimes try to reach goals other than those strictly utilitarian and they therefore take into account immaterial and non-utilitarian information on the products that are offered to them [10]. This new understanding instills a renewal-theoretical framework that would certainly lead to a model “experience” searching. It is in this perspective that the following problematic is disclosed.

How does mood influence the Algerian buyers’ impulse buying behavior?

Therefore, the first hypothesis may be formulated as follows:

H1: Mood has an impact on impulse buying behavior

H1.1: Good mood (positive mood) encourages the realization of the impulsive purchase

H1.2: Bad mood (negative mood) prevents the realization of the impulsive purchase.

The purpose of the present article is to understand the relationship between mood and impulse buying.

Conceptual Framework

The role of affect in explaining the buying behavior

Considers that the emotional state is the central element in the decision-making process. Emotions serve as initiators of decisionmaking (for example, in situations of indeterminacy, emotions can help to decide, and sometimes in an even wiser way than when acting otherwise) [11]. In addition, several theoretical studies on impulse buying have so far highlighted the major role of the consumer’s affective states in decision-making [10]. The emotional state, in which the consumer finds himself at the point of sale, plays a central role in impulse purchasing; mood is among the emotional components that elicit such behavior. Mood refers to an emotional state or an emotional process that lasts longer than emotion; it has no specific objective; it has only ephemeral intentions that tend to change over time; it is closely related to the environment as a whole. An emotion can turn into a mood; it can lose its intensity and become more diffuse; it is likely to give a particular aspect to the mood of the individual [12-15]. On the other hand [16], defines mood taxonomy and cites the nine (9) elements that compose mood, namely interest, joy, anger, disgust, contempt, distress, fear, shame and surprise. For their part [17], define the emotional state as a reaction that the individual expresses towards an environment. For [18], the environment is the set of tangible or intangible stimuli that influence the perception and reaction of the individual. The interaction between these different stimuli produces a global atmosphere in which the individual expresses an emotional reaction.

Citation: Bessouh N and Belkhir DO. The Effect of Mood on Impulse Buying Behavior - Case of Algerian Buyers. Austin J Bus Adm Manage. 2018; 2(1): 1023.