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The main objective of the current study is to unearth the influence of personality as an intrinsic ingredient on consumer behavior vis-à-vis impulsive buying behavior. Based on structural model and following the application EFA and CFA on 630 prospective consumers in the different parts of Jammu and Kashmir, findings have confirmed that “personality” as an intrinsic catalyst has significant bearing on both positive and negative indicators of an impulsive buy. Furthermore, a sub-structural model in the present study has significant bearing in consumer world as it has disintegrated select personality dimensions into positive and negative influencers of buying tendencies.

The main aim of this study is to examine the impact of subliminal messages in TV advertisements on consumer behaviour. Though there are number of ways through which impact of subliminal advertisements can be unearthed, in the current study, behavioural approach was adopted, which included discussion on case study (group discussion on subliminal ads) followed by response on a questionnaire. A sample of 390 respondents was chosen from Kashmir division through multi-stage random sampling framework, which, by and large, consisted of young students being a part of higher education in the state of Jammu and Kashmir. Data was collected through structured questionnaire which was reliability tested and validated as well. Apart from exploratory factor analysis and confirmatory factor, discriminant analysis was also utilized for reliability, validity and data analysis, respectively. On the whole, the observations have been found considerable and it has been observed that mostly subliminal exposure inveigles young consumers and seduces them into illicit relationships through the subconscious mechanism. Besides it, subliminal advertising has paramount significance in determining purchase intentions and compulsive buying tendencies of a young consumer. Consumers under study have shown significant differences in their compulsive buying propensity after having being exposed to subliminal advertising. The present study has greater importance for welfare advocates who can utilize present work and suggestions, in particular, to safeguard youth from the tactics of subliminal exposure.

This study aimed to access the influence of rice flour incorporation on various quality attributes of low-gluten wheat-based pretzels viz., functional, rheological, starch digestibility, color, textural and sensorial properties. Significant increase in swelling power (18.33 ± 0.51) and bulk density (0.58 ± 0.04) was observed in flour blend upon incorporation of rice flour, whereas, significant decrease in oil absorption capacity (0.62 ± 0.09), solubility index (6.72 ± 0.17), foaming capacity (9.67 ± 0.34), and foaming stability (3.39 ± 0.15) was recorded. Pasting properties of samples were studied using a Rapid Visco Analyser which indicated that all the pasting properties increased with an increase in rice flour incorporation. Fourier transform infrared spectroscopic studies revealed no difference in the basic functional groups of flour blend upon the incorporation of rice flour, however, it had a pronounced effect on elastic modulus (G′) of flour blend. In vitro starch digestion characteristics revealed 7.23% surge in slowly digestible starch and 13.36% reduction in rapidly digestible starch of developed low-gluten pretzels upon the incorporation of rice flour. Apparent amylose content (27.3 ± 1.45) and resistant starch content (6.12 ± 0.97) increased and starch digestibility index (69.87 ± 1.72) decreased in developed low-gluten pretzels. In conclusion, the developed low-gluten pretzels had significantly (p < 0.05) higher mineral profile and lightness (L*) and lower breaking strength in addition to having better overall acceptability. This study indicated that substituting wheat flour with rice flour up to a level of 35% affected the quality attributes of developed low-gluten pretzels. Graphical abstract