The study provides an evidence of the relationship between buying traits, perceived risk and buying emotions. The study also indicates that the three emotional states of arousal and pleasure and dominance have significant relationship with impulsive buying behavior. Arousal which was active with buying intentions and impulsive buying was seen insignificant with moderating regression results. Buying impulsive trait was found to be significant moderator of pleasure, dominance, perceived risk and buying intention. Perceived risk was judged to have a negative relation with impulsive buying intension whereas it had no relation with Impulsive buying behavior. The study is expected to contribute towards the body of knowledge by building a model that incorporates affective, cognitive and individual factors related to impulsive buying.