The Direct and Interactive Effects of Store-Level Promotions on Impulse Purchase: Moderating Impact of Category Familiarity and Normative Influences

Marketing literature has conceptually and empirically established the direct effects of different variables on impulse purchase. However, literature has yet to study the simultaneous interactions between variables influencing impulse purchase. In this paper, we measure the direct effects of store-level promotions, brand image and price consciousness and also examine the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store level variables. The results when taken collectively provide substantial segmentation opportunity for manufacturers of branded goods and retailers.

Citation:

Paurav Shukla and Madhumita Banerjee (2011) ,"The Direct and Interactive Effects of Store-Level Promotions on Impulse Purchase: Moderating Impact of Category Familiarity and Normative Influences", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 259-266.