The effects of visual stimuli on impulse buying behavior in virtual environments

Abstract

This study examines the influence of visual stimuli on impulse buying behavior. It aims to investigate the effects of particular visual cues of high-image visual stimuli (H-IVS) and low-image visual stimuli (L-IVS)—organization/density, staging techniques, and lighting—on impulse buying behavior. The research questions focus on how visual stimuli increase impulse buying behavior and how personality traits moderate this relationship. In a virtual environment, eighty-four female participants in the study were shown visual cues of a black leather handbag. Each of the visual cues was shown independently. Surveys measuring impulse buying behavior and consumer reaction to visual stimuli were used to gather data. The results suggest that high-image visual stimuli significantly enhance impulse buying behavior through organization/density, staging techniques, and lighting, but not directly on impulse buying tendencies. The study establishes the complexity of consumer behavior, emphasizing the role of visual stimuli and personality traits. Further research would study different retail settings, try different consumer segments, and examine additional product categories to determine how visual stimuli affect impulse buying.