Title: Impulse Buying Author: Mariam Majeed Khan Literature Review: 1.To Buy or Not to Buy? Female Ritual in Home Shopping Parties Gainer and Fischer (1991) examine home shopping parties to understand why women attend and make purchases. Based on participant observation, they argue that these events are not simply about buying products but are mainly… Continue reading Impulse Buying
Author: Mariam Khan
Impulse Buying
Title: Impulse Buying Author: Mariam Majeed Khan Literature Review: 1.To Buy or Not to Buy? That Is Not the Question: Female Ritual in Home Shopping Parties In this article, Gainer and Fischer (1991) examine home shopping parties to understand why women attend and make purchases. Based on participant observation, they argue that these events are… Continue reading Impulse Buying