The impact of advertising appeals on impulse buying
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 16 March 2022
Issue publication date: 11 April 2022
Abstract
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 varying humor/scarcity (high/low) and product category (vice versus virtue).
Findings
Humor (scarcity) enhances IB of vice (virtue) products through anticipation of enjoyment (perception of uniqueness).
Research limitations/implications
This research identifies a new antecedent of IB, advertising and additionally, a new moderator, product type (vice/virtue) in the ad appeal–IB relationship.
Practical implications
Practitioners managing vice (virtue) brands may use humor (scarcity) appeals to promote impulse buying.
Originality/value
This paper demonstrates that humor (scarcity) appeals enhance impulse buying of vice (virtue) products and shows the underlying mechanisms behind these effects.
Keywords
Acknowledgements
All authors contributed equally to this work.
Citation
Deshpande, B., Pradhan, D., Sivakumaran, B. and Lyngdoh, T. (2022), "The impact of advertising appeals on impulse buying", Marketing Intelligence & Planning, Vol. 40 No. 3, pp. 358-371. https://doi.org/10.1108/MIP-11-2021-0390
Publisher
:Emerald Publishing Limited
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