Consumer choice process for impulsive experiential goods: The case of DVD rental market

Abstract

Ample research has been carried out in the field of impulsive purchase and experiential goods; however combined effect of the two constructs has not been studied previously. This study empirically tests a pre and post consumer choice process model for impulsive experiential goods using the context of DVD rentals. The findings suggest that contrary to prior research, in case of impulsive experiential goods, product characteristics and services encounters do not significantly affect choice process. However, personal and others experiences affect the process significantly. Furthermore, the choice process was found to be having significant affect on satisfaction and loyalty.