Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction

2015 ◽  
Vol 22 ◽  
pp. 71-76 ◽  
Author(s):  
Leyla Ozer ◽  
Beyza Gultekin
Keyword(s):  
Impulse Buying ◽  
Post Purchase

Turning Discounts Into Profits: Factors Influencing Online Purchasing Decisions for Hotel Add-on Items

2020 ◽  
pp. 193896552093539 ◽  
Author(s):  
Esther L. Kim ◽  
Sarah Tanford
Keyword(s):  
Process Model ◽  
Mental Accounting ◽  
Thinking Styles ◽  
Impulse Buying ◽  
Purchasing Decisions ◽  
Price Discount ◽  
Mediating Role ◽  
Factors Influencing ◽  
Impulse Buying Tendency

A hotel website exclusive discount is widely adopted by major chain hotels to increase the volume of direct bookings. Although the traditional purpose of a discount promotion is to attract customers to the business, this research suggests that a hotel website exclusive price discount can induce consumers’ additional spending. Principles of mental accounting and two thinking styles (analytic vs. holistic) predict different effects of a price discount and the add-on product type by individual thinking styles. A quasi-experiment investigated the effect of an unexpected discount, relatedness of add-on item to a hotel stay, and individual thinking styles on add-on purchasing. The mediating role of impulse buying was subsequently examined using the PROCESS model. The effect of a price discount and the relatedness of add-on item are significant for analytic thinkers, whereas holistic thinkers report higher likelihood to purchase add-on items regardless of relatedness. Holistic thinkers’ likelihood to purchase is enhanced through an impulse buying tendency. The findings provide further evidence for the role of individual differences in response to pricing tactics by suggesting that a price promotion increases add-on purchases for analytic thinkers, whereas promoting a sense of impulsiveness can be more effective for holistic thinkers.

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Service Providers ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Content Type ◽  
Mediating Role ◽  
Impulsive Buying ◽  
Positive Direct ◽  
The Relationship

Purpose This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency. Design/methodology/approach Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior. Findings The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying. Originality/value Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty

2014 ◽  
Vol 42 (6) ◽  
pp. 553-575 ◽  
Author(s):  
Seyed Shahin Sharifi ◽  
Mohammad Rahim Esfidani
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Cognitive Dissonance ◽  
Structural Equation ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
Mediating Role ◽  
Post Purchase ◽  
Purchase Satisfaction

Purpose – The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance. Design/methodology/approach – Based on a survey on consumers of cell phones, the authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling. Findings – The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance. Practical implications – The results show that when brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty. Originality/value – Literature on post-purchase behaviour and cognitive dissonance shows how cognitive dissonance can reduce post-purchase satisfaction. Our research adds to the literature of both relationship marketing and post-purchase behaviour.

scholarly journals IN-STORE BRAND COMMUNICATION: WHEN SHELF-SPACE AND DISPLAY SEDUCE CONSUMERS

2020 ◽  
Vol 8 (4) ◽  
pp. 984-998
Author(s):  
Bambang Sukma Wijaya ◽  
Muchsin Saggaff Shihab ◽  
Sheila Ayu Wijaya ◽  
Dudi Rudianto ◽  
Annie Sugandi
Keyword(s):  
Primary Data ◽  
Impulse Buying ◽  
Store Brand ◽  
Shelf Space ◽  
Communication Events ◽  
Spss Software ◽  
Virtual Shopping ◽  
Survey Questionnaires ◽  
Visual Power

Purpose of the study: This study aims at analyzing the role of shelf-space and display in stimulating impulse buying. Further, this study also covers the comparison between all shelf positions (regular-shelf, Chiller, and wings-rack) to get insights deeper into which one is the most effective in stimulating impulse buying. Methodology: By highlighting the case of a beverage brand in a hypermarket in Indonesia, the recent study uncovers the experiences and perceptions of 200 participants through an explanatory survey. The primary data collection has been done by distributing survey questionnaires to 200 target respondents located in Jakarta. The data collected have been analysed using SPSS software. Main Findings: Both shelf-space and display factors are found to have a positive and significant effect on impulse buying, where the former is found dominant. Various constructs in shelf-space such as the spaciousness-of-shelf, highness-of-traffic, largeness-of-shelf, easiness in finding the shelf, and in-store display communications such as the attractiveness-of-color, cleanness-of-display, neatness-of-display arrangement, the blocking-space, and the attractiveness-of-product arrangement emerge validly. Of the three objects studied, the chiller had the highest effectiveness compared to the regular-shelf and wings-rack in arousing the impulsivity of consumer purchases. This fact shows that the appearance of cold drinks seems to have a significant effect on consumers in causing impulse buying, especially for consumers in tropical countries like Indonesia. The seller or brand owner should consider this finding. Applications of this study: This study confirms the real, meaningful, and experiential visual power of in-store brand communications. So the brand can explore creatively and ergonomically as well as maximizing the potentials of visual communication, especially shelf-space and display in sales spaces as silent sellers. Novelty/Originality of this study: Few studies still pay attention to the role of in-store brand communications in encouraging impulse buying, especially in an era where the virtual shopping world is increasingly distracting researchers and marketers from the spark of communication events in the actual shopping space. This article proves how the attractiveness of in-store brand communications through shelf-space and in-store displays has a significant impact on impulse buying.

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