... at: chinmoy.mcet@gmail.com 27 08 2023 07 03 2024 12 04 2024 27 04 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Retail therapy Mood Musical elements Impulse buying Planned and unplanned purchase Self-regulation Self...

...Bilwa Deshpande; Debasis Pradhan; Bharadhwaj Sivakumaran; Teidorlang Lyngdoh Purpose The purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buying (IB) for vice and virtue products. Design/methodology/approach This research used two experiments...

... the relationship between impulse buying and ethical attempts. Furthermore, from an ethical and climate change perspective, eco-branding positively mediates the relationship between impulse buying and environmental advertising. The moderating role of trust is significant in the relationship between impulse buying...

... buying. Design/methodology/approach The basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment. Findings After impulse buying, consumers with abstract...