UCLA

The aim of this paper is to measure the effect of sensational seeking, visual merchandisingand collectivism on impulsive buying behavior. Valid sample size for this study was 300 comprising ofall age groups. Mall intercept method which is a kind of convenience sampling was used for collectingthe data. The data was collected by preselected enumerators. Scale used for this study had establishedreliabilities. After ascertaining the normality of data a typical multiple steps, procedure was adoptedfor this study. The conceptual framework tested through Structural equation modeling and was foundto be relevant in understanding the impact of predictor variables on impulsive buying behavior. Astrong and positive relationship was found between sensational seeking, and no relationships werefound between, collectivism and impulsive buying, and visual merchandising and impulsive buying.One of the contributions of this study is that it has explored the relationships of collectivism, andsensational seeking with impulsive buying which have not been explored that extensively.