Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Arousal as a Mediator Between Product Type and Impulsive Buying

Date Published : 15 September 2026

Contributors

Fachrian Aliyasya

Universitas Siliwangi
Corresponding Author

Keywords

Product Type (Hedonic vs Utilitarian) Quantity-Based Scarcity Appeals Arousal Implusive Buying

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Implusive buying behavior has become a defining feature of modern online shopping, particularly when consumers are exposed to scarcity-baseb marketing strategies. This study investigates how Product Type (hedonic vs utilitarian) and Quantity-Based Scarcity Appeals influence Implusive Buying, with Arousal serving as a mediating factor. Using a quantitative approach, this research examines how emotional excitement triggered by different product types and scarcity messages leads consumers to make unplanned purchases. The findings suggest that hedonic products tend to evoke stronger emotional responses than utilitarian products, creating a greater sense of desire and urgency. Likewise, scarcity messages emphasizing limited quantities are found to stimulate emotional arousal, which encourages spontaneous purchase decisions. Arousal functions as a bridge that connects consumers’ cognitive evaluations of product type and scarcity cues to their impulsive actions. The study extends current understanding of consumer behavior by highlighting the emotional mechanisms underlying scarcity-driven impulsive buying. Practically, the results offer insights for marketers to design emotionally engaging campaigns that integrate hedonic value and scarcity elements to effectively stimulate consumers’ impulse to buy.

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How to Cite

Arousal as a Mediator Between Product Type and Impulsive Buying (F. Aliyasya, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 730-741. https://conference.unsil.ac.id/ismart/paper/view/224