Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


How Black Friday can Mess with Jordanian Customers' Minds

Author(s): Mohammad Fahmi Al-Zyoud

Black Friday is one of the most days in which a shopping fever spreads all over the world. The popularity of Black Friday witnessed a huge increase with the appearance of online shopping and the fact that individuals started to prefer online shopping over regular shopping. This study examined how aware the Jordanian consumers of black Friday and to what extent it managed to change their shopping behavior.

Total of (383) Jordanian individuals were exposed to self-administered questionnaire. Results of study indicated that impulsive behavior is the most influenced variable of all and Black Friday has the ability to deeply influence consumer behavior through influencing their impulsive behavior and on the spot buying decisions.

The study recommended examining the differentiation between impulsive buying and compulsive buying behavior during seasonal promotions and discounts.

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