The present research was conducted to explore the impact of social influence (type of reference, group cohesiveness, and susceptibility to influence) on impulsive purchasing behavior of sports team-licensed merchandise. Two experimental studies were conducted. It was concluded from the results that peers’ presence stimulated higher impulsive purchasing behavior of sports team-licensed merchandise than family members’ presence. In addition, high group cohesiveness activated a greater impulsive purchasing tendency of sports team-licensed merchandise compared to low group cohesiveness. High...Read more
