Deciphering ‘Urge to Buy’: A meta-analysis of antecedents

This paper presents a meta-analytical evaluation of the literature on the Urge to Buy (UTB). It seeks to establish the common antecedents of UTB as a construct by a thorough examination of the prior literature.


The Urge to Buy (UTB) is a cue or a marketer's hope to entice a customer to buy their products and services. Prior studies have shown that UTB is backed by irrational decisions. This is because of its unplanned and spontaneous nature in major circumstances, making it impulsive (Iyer et al., 2020). On the contrary, other studies have shown that the customer's buying decision is based on information processing and cognitive problem solving, thereby giving it a rational status (Verhagen & Van Dolen, 2011). Hence, UTB occupies a significant position in consumer decision-making behaviour, thereby making its enhancement know-how...

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