The impact of advertising appeals on impulse buying

Bilwa Deshpande is currently an Assistant Professor of Marketing at Vijay Patil School of Management (VPSM), Navi Mumbai, India. She has done her PhD in Marketing from Xavier School of Management, XLRI, Jamshedpur. Her research interests include in-store impulse buying behaviour, advertising appeals, advertising strategies, consumer welfare, policy making, corporate social responsibility and customer loyalty. Her papers have been published in Psychology and Marketing, and Journal of Strategic Marketing, among others. She has presented papers at annual ANZAM conference, Melbourne and Indian Retail Conference, New Delhi.

Debasis Pradhan is currently a Professor of Marketing at XLRI Jamshedpur, India. His academic interests include implementation intention research in impulse buying, consumer well-being, anti-consumption/subversion, consumer-brand-machine relationship, and sponsorship. His research has been published in Psychology and Marketing, Journal of Business Research, Journal of Consumer Affairs, Marketing Intelligence and Planning, Journal of Brand Management, Journal of Consumer Behaviour, International Journal of Retail and Distribution Management, International Journal of Consumer Studies, Journal of Marketing Communications, among others. He is currently a Co-Editor of a Special Issue of Journal of Consumer Affairs on “Pandemics and Well-being”.

Bharadhwaj Sivakumaran is the Bala V and Vasantha Balachandran Chair Professor of Marketing at the Great Lakes Institute of Management, Chennai, India. His work has appeared in outlets like the Journal of Academy of Marketing Science, Journal of Business Research, Marketing Intelligence and Planning, European Journal of Marketing, Psychology and Marketing and Journal of Advertising, among others. He is the convener of the annual Great Lakes NASMEI (North American Society for Marketing Education in India) Marketing Conference.

Dr Teidorlang Lyngdoh is an Assistant Professor of Marketing at Kent Business School, University of Kent, UK. His research interests include sales management, interplay of sales–service interactions, transformative services and business ethics. Dr Teidor’s work has appeared in academic journals, such as the Journal of Business Research, Journal of Business Ethics, Psychology and Marketing and IIMB Review, among others. He teaches a variety of courses such as Principles of Marketing, Strategic Marketing, Marketing Research and B2B Sales.