Explaining the Role of Temperaments in Customers’ Impulse Buying Behavior

Temperament is a personality trait that appears in all kinds of basic and innate behaviors and traits. The purpose of the present study was to investigate the significant differences among the four temperaments in terms of the impulse buying behavior. The method of the present study was descriptive and quantitative. Considering the importance of geographical and climatic conditions in the behavioral qualities of temperaments, the statistical population of the present study were customers in Tehran. Using a cluster sampling method, 384 individuals were selected by visiting hypermarkets of Iranians, Kourosh, and Etka. Naseri’s temperament questionnaire and impulse buying and SPSS18 software were used. Out of the five hypotheses of the research, four hypotheses were confirmed and the results showed that there was a significant difference among the four temperaments of individuals (choleric, sanguine, melancholic, and phlegmatic) in terms of the desire for impulse buying; choleric had the most impulse buying compared with the others. On the other hand, there was no significant difference between men and women with choleric temperament in terms of impulse buying. Results also showed that demotic men made more impulse buying and melancholic and phlegmaticwomen made more impulse buying than melancholic and phlegmaticmen.