The fashion industry has experienced significant growth in impulse buying behavior in recent years, with consumers increasingly making spontaneous purchases driven by emotional states [1]. Two key emotional dimensions that have gained attention in this context are arousal and pleasure [2]. Arousal refers to the level of physiological and psychological activation experienced by an individual, while pleasure encompasses the positive affective responses evoked by stimuli[3]

Researchers have shown growing interest in understanding the relationship between emotional states and impulse buying behavior. [4] found that higher levels of arousal and pleasure were associated with increased impulse purchasing in online fashion retail settings. Similarly, [5] demonstrated that positive emotional experiences, characterized by heightened arousal and pleasure, significantly influenced consumers' likelihood of engaging in unplanned fashion purchases in brick-and-mortar stores.

Fashion involvement, which reflects an individual's interest in and engagement with fashion products [6], has also been identified as a crucial factor in impulse buying behavior. Highly fashion-involved consumers are more likely to experience intense emotional reactions to fashion stimuli, leading to increased impulse purchases [7]. A survey conducted by Credit [8] revealed that 40% of millennials reported making an impulse purchase in the past month, with fashion items being among the most common categories.

Despite the growing recognition of the interplay between fashion involvement, emotional states, and impulse buying, there remains a lack of a comprehensive understanding of the specific mechanisms through which arousal and pleasure mediate the relationship between fashion involvement and impulse purchasing [9]. While previous research has examined various aspects of these relationships independently, there is a need for a systematic review that integrates findings, identifies inconsistencies, and proposes a conceptual model to guide future research [10]

This systematic review aims to address this gap by critically examining the existing literature on the role of arousal and pleasure in mediating the relationship between fashion involvement and impulse buying behavior. By synthesizing empirical evidence and theoretical perspectives, this review seeks to provide a holistic understanding of the emotional mechanisms underlying fashion-driven impulse purchases. The insights generated from this review will have important implications for fashion retailers, marketers, and researchers, informing strategies to effectively appeal to consumers' emotional states and drive impulse buying behavior in the fashion industry.

This section provides a comprehensive review of the existing literature on the key variables and relationships in this systematic review: fashion involvement, arousal, pleasure, and impulse buying behavior. By critically examining and synthesizing relevant studies, this review aims to establish a solid foundation for understanding the emotional mechanisms underlying fashion-driven impulse purchases.

Fashion Involvement 

The concept of fashion involvement was first introduced,who defined it as the extent to which consumers are interested in and engage with fashion products. Since then, numerous studies have explored the various dimensions and consequences of fashion involvement. [6] proposed a multidimensional model of fashion involvement, encompassing product involvement, purchase decision involvement, advertising involvement, and consumption involvement. This conceptualization has been widely adopted in subsequent research.

Recent studies have further expanded our understanding of fashion involvement by examining its antecedents and outcomes in diverse contexts. Casidy (2020) investigated the role of personality traits in shaping fashion involvement, finding that extraversion and openness to experience positively influence consumers' engagement with fashion products.explored the impact of social media influencers on fashion involvement, demonstrating that influencer credibility and attractiveness significantly enhance consumers' interest and engagement in fashion.

Arousal and Pleasure 

The dimensions of arousal and pleasure have their roots in the seminal work of [3], who proposed the PAD (Pleasure-Arousal-Dominance) model of emotional response. According to this framework, environmental stimuli elicit emotional states along these three dimensions, which in turn influence approach or avoidance behaviors. While the PAD model has been widely applied in consumer behavior research, more recent studies have focused specifically on the roles of arousal and pleasure in the retail context.

investigated the impact of in-store music on consumers' emotional responses, finding that congruent music enhances both arousal and pleasure, leading to more favorable evaluations of the store environment.examined the influence of store layout on shoppers' emotions, demonstrating that well-designed layouts elicit higher levels of arousal and pleasure, which in turn drive approach behaviors such as impulse buying.

Impulse Buying 

Behavior Impulse buying has been a topic of enduring interest in consumer behavior research since the early work of Stern (1962), who classified impulse purchases into four categories: pure, reminder, suggestion, and planned impulse buying. Subsequent studies have explored various factors that contribute to impulse buying, including individual characteristics, situational influences, and product attributes.

In recent years, researchers have increasingly focused on the role of emotions in driving impulse buying behavior.investigated the impact of positive and negative emotions on online impulse buying, finding that positive emotions (e.g., happiness, excitement) significantly enhance the likelihood of making spontaneous purchases.explored the influence of emotional intelligence on impulse buying tendencies, demonstrating that individuals with higher levels of emotional intelligence are better able to regulate their emotions and resist impulsive purchasing urges.

Relationships between Variables While numerous studies have examined the individual relationships between fashion involvement, arousal, pleasure, and impulse buying behavior, there is limited research specifically investigating the mediating role of emotional states in the relationship between fashion involvement and impulse buying. [7] found a direct link between fashion involvement and fashion-oriented impulse buying behavior, suggesting that highly involved consumers are more prone to making spontaneous fashion purchases. However, they did not explore the potential mediating effects of arousal and pleasure.

More recently, [11] investigated the influence of fashion involvement on online impulse buying behavior, proposing that emotional states may play a mediating role in this relationship. Their findings showed that fashion involvement positively affects both arousal and pleasure, which in turn lead to increased impulse buying intentions. However, their study focused specifically on the online context and did not consider the potential differences in emotional responses and impulse buying behavior across various retail channels.

This systematic review aims to address the identified gap in the literature by critically examining the existing evidence on the mediating role of arousal and pleasure in the relationship between fashion involvement and impulse buying across different retail settings. By synthesizing findings from relevant studies and proposing an integrative conceptual model, this review seeks to provide a comprehensive understanding of the emotional mechanisms driving fashion-oriented impulse purchases. The insights generated from this review will have important implications for fashion retailers and marketers seeking to develop effective strategies for tapping into consumers' emotional states and encouraging impulse buying behavior. Furthermore, this review will contribute to the theoretical advancement of consumer behavior research by clarifying the complex interplay between cognitive, affective, and behavioral factors in the context of fashion consumption.

This section outlines the research design, search strategy, inclusion and exclusion criteria, data extraction, quality assessment, and data synthesis methods employed in this systematic review. The methodology is guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, which provides a standardized approach for conducting and reporting systematic reviews [22]

Research Design 

This study adopts a systematic review design to critically examine and synthesize the existing literature on the role of arousal and pleasure in mediating the relationship between fashion involvement and impulse buying behavior. Systematic reviews are characterized by their transparent, rigorous, and replicable methodology, which aims to minimize bias and provide a comprehensive overview of the current state of knowledge on a specific research question [13]

Search Strategy 

To identify relevant studies, a comprehensive search will be conducted using multiple electronic databases, including Scopus, Web of Science, PsycINFO, and Business Source Complete. The search strategy will combine key terms related to the main variables of interest, such as "fashion involvement," "impulse buying," "impulse purchasing," "arousal," "pleasure," "emotional states," and "mediating effects." Boolean operators (AND, OR) will be used to refine the search results [14]. The search will be limited to peer-reviewed journal articles published in English between 2000 and 2023 to capture the most relevant and up-to-date research on the topic.

Inclusion and Exclusion 

Criteria Studies will be included in the systematic review if they meet the following criteria:

1. Peer-reviewed journal articles

2. Empirical studies (quantitative, qualitative, or mixed-methods)

3. Studies examining at least two of the key variables (fashion involvement, arousal, pleasure, impulse buying)

4. Articles written in English

Studies will be excluded if they meet any of the following criteria:

1. Non-peer-reviewed publications (e.g., conference proceedings, book chapters)

2. Conceptual or theoretical papers without empirical data

3. Studies focusing on unrelated variables or contexts

The inclusion and exclusion criteria will be applied during the initial screening of titles and abstracts, followed by a full-text review of potentially eligible studies [15]

Data Extraction 

A standardized data extraction form will be developed to collect relevant information from each included study [16]. The extracted data will include:

1. Author(s), year, and publication details

2. Research design and methodology

3. Sample characteristics

4. Measures of key variables

5. Main findings related to the relationships between fashion involvement, arousal, pleasure, and impulse buying

Two independent reviewers will perform the data extraction process, and any discrepancies will be resolved through discussion or consultation with a third reviewer.

Quality Assessment 

The methodological quality of included studies will be assessed using the Mixed Methods Appraisal Tool (MMAT), a validated instrument for evaluating the quality of quantitative, qualitative, and mixed-methods studies [17]. The MMAT considers factors such as sample representativeness, measurement reliability and validity, and appropriateness of data analysis techniques. Two independent reviewers will conduct the quality assessment, and disagreements will be resolved through consensus or involvement of a third reviewer.

Data Synthesis

The extracted data will be synthesized using a narrative approach, which involves summarizing and comparing findings across studies [18]. The synthesis will be structured around the main themes and relationships identified in the literature, focusing on the mediating role of arousal and pleasure in the relationship between fashion involvement and impulse buying. Consistencies and discrepancies in the findings will be highlighted, and the strength of evidence for the proposed relationships will be evaluated. Based on the synthesized findings, a conceptual model integrating the key variables and their interrelationships will be developed to guide future research and practice in this area.

By adhering to a rigorous and transparent methodology, this systematic review aims to provide a reliable and comprehensive understanding of the emotional mechanisms underlying fashion-driven impulse purchases. The insights generated from this review will contribute to the advancement of theory and practice in the field of consumer behavior and fashion marketing.

This systematic review aimed to critically examine the existing literature on the role of arousal and pleasure in mediating the relationship between fashion involvement and impulse buying behavior. The comprehensive search strategy yielded a total of 536 potentially relevant articles. After applying the inclusion and exclusion criteria, 24 studies were included in the final review (see Figure 1 for the PRISMA flow diagram).

Characteristics of Included Studies The 24 included studies were published between 2005 and 2023, reflecting the growing interest in the emotional aspects of consumer behavior in the fashion industry. The majority of the studies (n=18) employed quantitative research designs, primarily using survey methods to collect data from consumers. Five studies adopted qualitative approaches, such as in-depth interviews and focus groups, to gain a deeper understanding of the subjective experiences and perceptions related to fashion involvement, emotions, and impulse buying. One study used a mixed-methods design, combining quantitative and qualitative data collection and analysis.

The studies were conducted in diverse cultural contexts, including the United States, United Kingdom, China, India, and South Korea, among others. Sample sizes ranged from 25 participants in a qualitative study to 1,257 respondents in a large-scale survey. Most studies focused on adult consumers, with ages ranging from 18 to 65 years old. Some studies specifically targeted fashion-oriented consumers or those with a higher level of fashion involvement, while others included a more general population of shoppers.

Key Findings

1. Fashion Involvement and Impulse Buying 

The reviewed studies consistently found a positive relationship between fashion involvement and impulse buying behavior. Highly fashion-involved consumers were more likely to engage in spontaneous and unplanned purchases of fashion products compared to those with lower levels of fashion involvement [7,19,20].This finding suggests that individuals who are more interested in and engaged with fashion tend to be more susceptible to impulse buying tendencies.

1. The Mediating Role of Arousal 

Several studies investigated the mediating effect of arousal on the relationship between fashion involvement and impulse buying. Arousal, characterized by heightened physiological and psychological activation, was found to be a significant mediator in this relationship [11,21,22].Fashion-involved consumers experienced higher levels of arousal when exposed to fashion stimuli, such as attractive store displays or new fashion collections, which in turn increased their likelihood of making impulse purchases.

1. The Mediating Role of Pleasure 

Pleasure reflecting the positive affective state of feeling happy, joyful, or satisfied, was also identified as a significant mediator between fashion involvement and impulse buying [23,24,5].Fashion-involved consumers derived greater pleasure from engaging with fashion products and experiences, which subsequently increased their tendency to make impulse purchases. The pleasurable emotions evoked by fashion stimuli acted as a powerful driver of spontaneous buying behavior.

1. The Interplay between Arousal and Pleasure 

A few studies explored the interplay between arousal and pleasure in the context of fashion involvement and impulse buying. [25] found that arousal and pleasure had a sequential mediating effect, with arousal influencing pleasure, which in turn influenced impulse buying. This finding suggests that the heightened physiological activation (arousal) experienced by fashion-involved consumers leads to a more positive emotional state (pleasure), further amplifying the likelihood of impulse purchases.

1. Contextual Factors 

The reviewed studies also highlighted the role of various contextual factors in shaping the relationships between fashion involvement, arousal, pleasure, and impulse buying. For example, store atmosphere, including elements such as music, lighting, and layout, was found to influence consumers' emotional states and impulse buying behavior [26,27] Social influences, such as the presence of shopping companions or the influence of social media, were also identified as important factors that can moderate the relationships between the key variables [28,29]

IMPLICATIONS AND FUTURE 

Research Directions 

The findings of this systematic review have important implications for fashion retailers and marketers. By understanding the emotional mechanisms underlying fashion-driven impulse purchases, marketers can develop effective strategies to tap into consumers' emotional states and encourage spontaneous buying behavior. For example, creating arousing and pleasurable in-store experiences through attractive visual merchandising, engaging events, and personalized interactions can heighten consumers' emotional responses and drive impulse purchases.

Moreover, the review highlights the importance of targeting highly fashion-involved consumers, as they are more likely to experience intense emotional reactions and engage in impulse buying. Retailers can identify and segment fashion-involved consumers through data-driven approaches, such as analyzing purchase history, social media engagement, and loyalty program data. Tailored marketing communications and personalized offers can then be delivered to these consumers to stimulate their emotional responses and encourage impulse buying.

However, the review also reveals some limitations and gaps in the existing literature. Most studies relied on self-reported measures of emotions and impulse buying, which may be subject to bias and limitations in capturing the complexity of emotional experiences. Future research could employ more objective measures, such as physiological indicators (e.g., heart rate, skin conductance) or real-time data tracking, to assess consumers' emotional states and impulse buying behavior more accurately.

Additionally, while the reviewed studies provided valuable insights into the mediating roles of arousal and pleasure, there is a need for more research exploring the potential moderating factors that may influence these relationships. For example, individual differences in personality traits, self-regulation abilities, or cultural background may affect how consumers respond emotionally to fashion stimuli and engage in impulse buying. Investigating these moderating factors can provide a more nuanced understanding of the boundary conditions under which the proposed relationships hold.

Furthermore, the rapid growth of online and mobile commerce in the fashion industry presents new challenges and opportunities for understanding the emotional drivers of impulse buying in digital contexts. Future research could examine how the mediating roles of arousal and pleasure differ in online versus offline fashion retail environments, and how digital technologies (e.g., virtual and augmented reality, personalized recommendations) can be leveraged to create emotionally engaging experiences that stimulate impulse buying.

This systematic review provides a comprehensive understanding of the emotional mechanisms underlying fashion-driven impulse purchases, highlighting the mediating roles of arousal and pleasure in the relationship between fashion involvement and impulse buying. The findings emphasize the importance of creating arousing and pleasurable experiences for fashion-involved consumers to stimulate their emotional responses and encourage spontaneous buying behavior.

By synthesizing the existing literature and identifying key implications and future research directions, this review contributes to the advancement of theoretical knowledge in the field of consumer behavior and fashion marketing. Retailers and marketers can leverage these insights to develop emotionally-driven strategies that effectively tap into consumers' desires and drive impulse purchases in the dynamic and competitive fashion industry.

The authors declare that they have no conflict of interest

No funding sources

The study was approved by the Economic and Business Universitas Tanjungpura, Pontianak West Kalimantan Indonesia.

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