The present research was conducted to explore the impact of social influence (type of reference, group cohe-siveness, and susceptibility to influence) on impulsive purchasing behavior of sports team-licensed merchandise. Two experimental studies were conducted. It was concluded from the results that peers’ presence stimulated higher impulsive purchasing behavior of sports team-licensed merchandise than family members’ presence. In addition, high group cohesiveness activated a greater impulsive purchasing tendency of sports team-licensed merchandise compared to low group cohesiveness. High susceptibility as opposed to low susceptibility to influence resulted in greater impulsive purchasing tendency of sports team-licensed merchandise. Moreover, the presence of high-cohesive peers stimulated a greater impulsive purchasing tendency than the presence of low-cohesive peers. High susceptibility to influence demonstrated a greater impulsive purchasing tendency of sports team-licensed merchandise than low susceptibility within the presence of peers.
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