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

Share Proceeding

Featured papers

See More


Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination

Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento

Read More


Trust, but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge

Martin A. Pyle, Ryerson University
Andrew Smith, Suffolk University
Yanina Chevtchouk, University of Glasgow

Read More


When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.