| Autor: |
Bilwa Deshpande, Debasis Pradhan, Bharadhwaj Sivakumaran, Teidorlang Lyngdoh |
| Rok vydání: |
2022 |
| Předmět: |
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| Zdroj: |
Marketing Intelligence & Planning. 40:358-371 |
| ISSN: |
0263-4503 |
| DOI: |
10.1108/mip-11-2021-0390 |
| Popis: |
PurposeThe 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/approachThis research used two experiments varying humor/scarcity (high/low) and product category (vice versus virtue).FindingsHumor (scarcity) enhances IB of vice (virtue) products through anticipation of enjoyment (perception of uniqueness).Research limitations/implicationsThis research identifies a new antecedent of IB, advertising and additionally, a new moderator, product type (vice/virtue) in the ad appeal–IB relationship.Practical implicationsPractitioners managing vice (virtue) brands may use humor (scarcity) appeals to promote impulse buying.Originality/valueThis paper demonstrates that humor (scarcity) appeals enhance impulse buying of vice (virtue) products and shows the underlying mechanisms behind these effects. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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