Volume 5 | Issue 2 | 73 Int J Ortho Res, 2022 Factors Infuencing Impulse Buying Behavior Research Article Marketing Research Fellow, Management Development Institute Gurgaon, Mehrauli Road, Gurgaon, Haryana-122007, India International Journal of Orthopaedics Research Atantra Das Gupta* and Harish Kumar * Corresponding author Atantra Das Gupta, Marketing Research Fellow, Management Development Institute Gurgaon, Mehrauli Road, Gurgaon, Haryana-122007, India. Orcid ID: https://orcid.org/0000-0002-0593-2582 Submitted: 07 April 2022 ; Accepted: 25 April 2022 ; Published: 29 April 2022 ISSN: 2690-9189 www.opastonline.com Abstract Impulse buying is a classic example of undefnable strong emotional desire that motivates one to purchase a product. Interesting subject to study the reasons of breaking the rules where the extrinsic factors investigated in this study can be linked to the fght between the “New Brain(neocortex)vs. Old Brain(reptilian brain)” where reptilian brain always wins as it responds to six stimuli namely1) self-centered,2) contrast,3) tangible,4) beginning and end,5) visual,6) emotion that creates chemical events in the brain leading to take the decision in unconscious level or a transient state between conscious and unconscious level. Various factors quantifed in this study bear the manifestation of these intrinsic factors. Data has been collected from the general population through online mode, and the SPSS tool has been used to substantiate the study. Citation: Atantra Das Gupta and Harish Kumar. (2022). Factors Infuencing Impulse Buying Behavior. Int J Ortho Res, 5(2), 73-82. Introduction Impulse buying is an interesting phenomenon; it grossly violates the assumptions represented by the notion of Homo-Economicus ( or economic human, is the symbolic human being characterized by the infnite ability to make rational decisions) Impulse buying is defned as “a purchase that is unplanned, the result of an exposure to a stimulus, and decided on the spot” (Piron,1991). the decision is made just before the purchase, and it does not focus on the actual needs (Stern 1962). Impulse buying refers to making unplanned and sudden purchases (Rook, 1987). Impulse buying behavior is frequently based on the presence of an immediate stimulus object and is often accompa- nied by feelings of excitement and pleasure and a powerful urge to buy (Rook, 1987). Similar to other types of self-indulgent be- havior such as alcohol consumption, impulse buying at low to moderate levels can be an enjoyable pastime driven by the pursuit of hedonistic goals. However, high levels of these behaviors can be harmful and are potentially self-destructive. These behaviors can be caused by avoiding negative psychological states such as low self-esteem and dispositional negative efect (Verplanken et al., 2005). This potential “dark side” of impulse buying makes it a fascinating phenomenon that is worthy of further investigation (Hirschman, 1991). Unfortunately, impulse buying does not ft neatly into existing behavior models (Verplanken et al., 2005). Impulse buying is in- consistent with rational choice models and is challenging to work within frameworks based on subjective expected utility models such as the theories of reasoned action and planned behavior (Fish- bein and Ajzen, 1975). Impulse buying is also difcult to classify according to prevalent dichotomies in consumer behavior such as analytic versus heuristic processing (Sujan, 1985) and high versus low involvement purchases (Zaichkowsky, 1985). Impulse buying is neither a high involvement behavior nor an analytic process. In addition, the presence and power of emotional responses that are often associated with impulse buying are inconsistent with heuris- tic-based or low involvement purchases (Verplanken and Heraba- di, 2001). It is evident from the past literature that impulse buying has a sig- nifcant share in the companies’ total sales, which vary from 40 percent to almost 80 percent in some cases. Crosby, 2007). In the US, about 110000 dollars are being spent by individuals in their lifetime. However, researchers have investigated the impulse be- havior of the consumers in brick-and-mortar stores from diferent perspectives. Impulsive buying has long been identifed as a signifcant behavior in retail business (e.g., Stern 1962). Impulsive buying is a univer- sal phenomenon, although it may be manifested in diferent ways subject to individual diferences such as gender (e.g., Dittmar et al. 1995, 1996; Verplanken and Herabadi 2001) or culture (Ka- cen and Lee 2002). Impulse buying is an interesting psychological