Investigating the factors affecting cognitive-cognitive incompatibility in impulsivebuying(Case Study: Cosmetics)

Sudden buying, the factors that affect it and its results is an important issue that marketers today pay special attention to. One of the consequences of a sudden purchase is perceptual-cognitive incompatibility in customers. Cognitive incompatibility may occur when the consumer makes a post-purchase comparison with other alternatives available. If this comparison is not desirable, the consumer may feel uncomfortable, which is accompanied by feelings of anxiety, uncertainty or doubt, as well as feelings of regret or resentment.. This study بهلحاis a goal. The population of this study includes female students of Qom universities who have so far made a sudden purchase of cosmetics. Random sampling method and sample size based on Cochran's formula is estimated 483people. The data collection tool is a questionnaire and to analyze the data, structural equation modeling technique and Smart PLS software version 4were used. Findings of this study confirm the effect of emotional aspect, social aspect and financial aspect of sudden purchase on cognitive incompatibility.