Impulsive buying behavior of gay men in Barranquilla. An exploratory study in Barranquilla city (Colombia)

Abstract

Several studies conducted by Luna and Helga Dittmar mark a relationship
between impulsive buying behavior and self discrepancies of the consumers.
This study is based on studies conducted by Luna in Spain and Denegri
in Chile, through the application of the consumption scale by Luna (2000) to
describe the characteristics of impulsive buying behavior of gay men in Barranquilla,
Colombia.
Results show the presence of impulsive buying behavior of gay men in
Barranquilla centered to exclusivity, fashion search and an hedonic relationship
between products and purchase. The self areas which are more related to
buying impulsive behavior concern economics, beauty and physical condition
(weight).