We present a new model of impulse buying, based on a social constructionist theory, which addresses some of the short-comings of previous models from economics, consumer behaviour, and psychology. Our model predicts that products are impulsively bought to reflect self-identity. Thus gender, as a major social category, should influence both the products bought impulsively and the buying consider...

I hereby declare that I am the sole author of this thesis. This is a true copy of the thesis, including any required final revisions, as accepted by my examiners. I understand that my thesis may be made electronically available to the public. ABSTRACT A Model of Household Online Buying The Internet has made profound changes in how people conduct their daily lives as well as how they buy goods a...