Sales promotion is used by various organizations to encourage buying response among their customers. Although it is an effective tool in marketing, few studies have been conducted on sales promotion on buying response using customer emotions as a mediating factor. To fill these gap, the study pursued the formation of a model that explains how sales promotion links to customers' emotions and buying responses in Ghana. The model was validated by conducting a survey with a convenience sampling technique on 664 customers. The data collected were processed using a structural equation modeling approach. The result shows that a bonus pack, coupons, sample, price discount, and rebate have a relation with customer buying response. All the tools have an indirect relationship with the customer buying response except for the bonus pack. Besides, there is a relationship between sales promotion tools and customer emotion, and customer emotions have a strong relationship with customer buying response. The study suggested that managers must create new value for their product to build an emotional connection with the product.

Fast food vendors use a sensory cue to trigger impulsive buying behaviour. Though impulse buying has gained interestamong researchers, little has been done concerning food in Ghana. The purpose of the study was to investigate thecontribution of the sensory cue on customer’s emotions and cognition and impulsive buying behaviour. The study findsanswers to the succeeding research questions: what sensory cue impacts on consumer emotion and cognition? And doesemotion and cognition influence consumer’s impulsive buying behaviour. A proposed theoretical model identifies visual,audio, and tactile dimensions as the sensory cue, emotions, and cognitive as mediation variable and impulsive buyingbehaviour as the outcome. Data were collected from 241 customers who were residence in Tema and have patronizedthe services of food vendors for a minimum of two years using a convenience sampling technique. The suggestedhypothesis was tested using structural equation modeling and hierarchical multiple regression analysis. The result of thestudy shows that visual, audio, and tactile dimensions have a positive relationship with emotion but a negativerelationship with cognition. Regarding directs effect, the study revealed that there is a positive relationship betweenemotion and impulsive buying behaviour whiles cognition has a negative effect on impulsive buying behaviour. Thestudy recommended that managers must induce impulsive buying using characteristics of the food they serve and theenvironments in which they operate to stimulate customers' arousal and pleasure and provide enough information toalleviate the risk customers consider before buying food. The findings may not be generalized since the data wascollected in specific areas in Tema. Citation: Edward Markwei Martey, Racheal Markwei Martey and Kingsford Adenutsi. The influence of sensory cue onemotion, cognition and impulse buying behaviour of fast-food vendors in Ghana, 2020; 5(4): 12－29. Received: October 23, 2020Accepted: December 31, 2020