Impulse purchases of new products: An empirical analysis

Purpose - This paper aims to examine consumers' cognitive processes and motivations for making impulse purchases of new products. Design/methodology/approach - A total of 157 consumer surveys were collected and these were analyzed using structural equations modeling. Findings - There are two major findings: new product knowledge and consumer desire for excitement and esteem promote impulse buying intention and behavior. Originality/value - The paper is among the first to determine how impulse purchases of new products differ from impulse purchases of other types of products. In doing so, the paper builds on the substantial body of work surrounding impulse purchases. © Emerald Group Publishing Limited.