Towards a Better Understanding of Sales Promotions’ Impact on Impulsive Purchases

Mahshid Omid, Université Laval
Frank Pons, Université Laval
Although previous research emphasized that a significant percentage of impulsive purchases comes from sales promotions, the psychological mechanisms at the origin of this influence have been understudied. To address this gap, this paper investigates the mediating role of consumer affective and cognitive responses on impulse buying process of promoted products.
[ to cite ]:
Mahshid Omid and Frank Pons (2016) ,"Towards a Better Understanding of Sales Promotions’ Impact on Impulsive Purchases", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 751-751.