Perceived behavioral control acts as a moderator in the Theory of Planned Behavior; if consumers believe their control over buying is low, they are more willing to follow impulses when presented with persuasive cues like discounts or limited-time offers.

Authors

• Person: Not available Organization: Journal of Management and Science Research
  Understanding the Psychology of Impulse Buying in E-Commerce

Sources

• Understanding the Psychology of Impulse Buying in E-Commerce jmsr-online.com Journal of Management and Science Research via serper

Referenced by nodes (2)

• limited-time offer concept
• Theory of Planned Behavior concept