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.

Introduction

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...

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