The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour

Shu Ling Liao, Yung Cheng Shen, Chia Hsien Chu

Research output: Contribution to journalArticlepeer-review

45 Citations (Scopus)

Abstract

This article investigates factors of marketing communications and consumer characteristics that induce reminder impulse buying behaviour. Study 1 applies the antecedent, process and consequence approach to investigate the essential differences between reminder impulse buying and pure impulse buying. The results of Study 1 reveal that reminder impulse buying significantly differs from pure impulse buying on motivation, buying goal and decision evaluation. Study 2 further examines how sales promotion strategy might affect reminder impulse buying, with product appeal and consumer traits as moderating factors. Both sales promotion strategy and its interaction effects with product appeal are found to have significant influences on reminder impulse buying. Specifically, an instant-reward promotion promotes stronger reminder impulse buying than a delayed-reward promotion. Furthermore, both a utilitarian product appeal with a price discount promotion and a hedonic product appeal with a premium promotion can encourage greater reminder impulse buying.

Original languageEnglish
Pages (from-to)274-284
Number of pages11
JournalInternational Journal of Consumer Studies
Volume33
Issue number3
DOIs
Publication statusPublished - 2009 May

Keywords

  • Consumer traits
  • Product appeal
  • Pure impulse buying
  • Reminder impulse buying
  • Sales promotion strategy

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

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