ABSTRACT
This study investigates the effect of buyer-seller personality similarity on consumers’ impulsive buying. Based on interpersonal similarity theory, the results revealed that buyer-seller similarity in agreeableness and openness increased impulsive buying of agreeable and open-minded buyers with a stronger effect of agreeable buyer-seller dyads. While neurotic buyer-seller dyads showed a significant negative effect on impulsive buying of neurotic buyers. Interestingly, conscientious and extraverted buyer-seller dyads failed to show a significant connection with the impulsive buying behavior. Thus, this study proposes that buyers exhibit different impulsive buying behavior when they interact with corresponding sellers due to their personality matching (mismatching).
Highlights
Buyer-seller similarity in agreeableness and openness increases impulsive buying of agreeable and open-minded buyers.
Buyer-seller similarity in neuroticism reveals a negative relationship with impulsive buying of neurotic buyers.
Buyer-seller similarity in conscientiousness and extraversion shows no relationship with impulsive buying of conscientious and extraverted buyers.