Preparando-se para a Copa do mundo: O que leva os brasileiros a comprar impulsivamente produtos para apoiar o seu país?

Sports mega-events are periods when the spirit of nationalism is high, leading people to buy products to express support for their country in the competition. The purpose of this correlational study is to verify which variables influence the impulse buying behavior of merchandise. 441 Brazilians participated in the study (264 women and 177 men, Mage = 34.56. SD = 15.89 years). Data collection was carried out through an online questionnaire (SurveyMonkey platform), which was shared through Facebook, WhatsApp, and email lists during the FIFA World Cup 2018. The results showed that men are more fanatic about the cup and tend to become more involved in the event. A sequential mediation model, applied to both sexes, revealed that the stronger the national identity, the greater the fanaticism, which leads to greater involvement, resulting in impulse buying of merchandise. [ABSTRACT FROM AUTHOR]