Evaluating impulse purchases generated by affections and advertisement effectiveness

Abstract

Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. This on-going research considers the affections generated by consumers towards the chocolate brand which is endorsed by a celebrity. The Dual Mediation Hypothesis Model (DMH) is used to ascertain the ad effectiveness of the product/ brand, in this research advertisement featuring the celebrity. The affections generated by the ad leads to generation of affection towards the brand leading to purchase a product/ brand. The chocolate brand selected for the research has high market share and manufactures chocolate based products catering to all classes of consumers. The research primarily focuses on the significance of affections generated by the advertisement for the product. The purchase decision for such products is usually based on consumer impulses and attitudes towards the product/ brand. A convenience sample of 116 individuals was considered for the research and the survey was done using questionnaire method. The findings from the analysis revealed that the consumers purchased the products due to the impulses and affections generated by the ad and brand. There was no clear linkage between the celebrity and brand which lead to purchase intentions of the product/ brand. The Dual Mediation Model was found to be applicable as the affections towards the brand and the ad resulted in purchase intention.

Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research

“…No sustainability studies have been conducted in Asia or Oceania. Studies in Asia have been conducted in India [5,46,54,60,61], and one in Lebanon [64]. In Asia, the topics addressed were the influence of the country of origin, genetic modification, brand, demographic factors and product affection.…”

“…Many studies have investigated the effects of various extrinsic attributes of chocolate on consumer choice, including the role of the brand. According to many authors, brand affects consumer's choice of chocolate [54,62,64,66]. Consumers are loyal to the brand as they associate it with particular parameters of quality and taste, which they are unlikely to abandon for other brands [62].…”

“…Consumers are loyal to the brand as they associate it with particular parameters of quality and taste, which they are unlikely to abandon for other brands [62]. For this reason, the effect of advertising certainly has a positive impact on the consumer, but not a decisive one [54]. Affection towards a specific image presented on the product and the buying habit of a specific product can lead consumers to not change brands.…”

Decoding the sustainable consumer: what yoga psychology tells us about self-control and impulsive buying?

“…Impulse buying has been studied from three perspectives -(1) dispositional factors that lead to impulse buying (Iyer et al, 2020;Shahjehan and Qureshi, 2019), (2) motives and resources which drive impulse purchases (Amos et al, 2014;Verhagen and van Dolen, 2011) and (3) the role of marketing stimuli in promoting impulse buying behavior (Kamble et al, 2017;Sharma et al, 2018). This study adds to and extends the first perspective.…”

“…, 2020; Shahjehan and Qureshi, 2019), (2) motives and resources which drive impulse purchases (Amos et al. , 2014; Verhagen and van Dolen, 2011) and (3) the role of marketing stimuli in promoting impulse buying behavior (Kamble et al. , 2017; Sharma et al.…”