Towards a Better Understanding of Sales Promotions’ Impact on Impulsive Purchases
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.
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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 751-751.
Mahshid Omid, Université Laval
Frank Pons, Université Laval
NA - Advances in Consumer Research Volume 44 | 2016
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
Sustainable Luxury: a Paradox or a Desirable Consumption?
Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University