Examining the Relationship between the Dimensions of Self-Construal and Impulse Buying Behavior

Impulse buying forms a significant proportion of enterprises’ income. Personality is one of the factors influencing impulse buying behavior. This study have been investigated the impact of self-construal on impulse buying behavior with focus on one of the personality dimensions; culture. So this study’s statistic population have been considered all of the people who go to shopping centers as follow: Gha΄em in north, Aghigh in south, Donyaye Noor in east, Boustan in west of Tehran. Necessary data collected from 396 samples that elected with nonprobability sampling method via 50-question questioner.In order to examine the model, multiple regression is used. Result demonstrated that independent people have hedonic values and also hedonism has positive impact on impulse buying, so we recommend to firms that focus their sales, marketing and advertising strategies on these people and also on hedonic dimension of products for increasing impulse buying consumers.