The Role of Emotional States in Fashion-Driven Impulse Purchases: A Systematic Review of Arousal and Pleasure as Mediating Mechanisms
Fashion involvement, arousal, and pleasure have been identified as key factors influencing impulse buying behavior in the fashion industry. However, the specific emotional mechanisms through which fashion involvement drives impulse purchases remain unclear. This systematic review aimed to critically examine and synthesize the existing literature on the mediating roles of arousal and pleasure in the relationship between fashion involvement and impulse buying behavior. A comprehensive search of electronic databases (Scopus, Web of Science, PsycINFO, and Business Source Complete) was conducted following the PRISMA guidelines. Studies were included if they were peer-reviewed, empirical articles examining at least two of the key variables (fashion involvement, arousal, pleasure, impulse buying) and written in English. The methodological quality of the included studies was assessed using the Mixed Methods Appraisal Tool (MMAT). Twenty-four studies met the inclusion criteria and were included in the qualitative synthesis. The studies employed various research designs (quantitative, qualitative, and mixed-methods) and were conducted in diverse cultural contexts. The findings consistently showed a positive relationship between fashion involvement and impulse buying behavior. Moreover, arousal and pleasure were found to be significant mediators in this relationship. Fashion-involved consumers experienced heightened arousal and pleasure when exposed to fashion stimuli, which subsequently increased their likelihood of engaging in impulse purchases. The interplay between arousal and pleasure was also highlighted, with arousal influencing pleasure, which in turn affected impulse buying. Contextual factors, such as store atmosphere and social influences, were identified as important moderators of these relationships. The findings of this review contribute to a deeper understanding of the emotional drivers of fashion-oriented impulse buying and have important implications for fashion retailers and marketers. By creating arousing and pleasurable experiences for fashion-involved consumers, marketers can effectively tap into their emotional states and encourage spontaneous purchases. Future research should explore the role of individual differences, cultural factors, and digital technologies in shaping the emotional mechanisms underlying impulse buying in the fashion industry.