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The Effect of Incidental Advertising Exposure on Online Impulse Buying
Abstract
The purpose of this chapter is to explore the influence of the incidental exposition located in the peripheral zone of vision and perceived “without consciousness” in online impulse buying. The authors demonstrate that the advertised brands appearing in the peripheral zone of vision are perceived “without consciousness,” and the participant does not remember being exposed to this ad recently. They test if this exposure has an effect on the purchase of the advertised brand. This chapter also studies the effect of individual self-control on impulse buying and explores the post-purchase reaction to its occurrence. An incidental exposition of a brand was adopted amongst 247 participants. The results show the incidental exposition to a brand facilitates the impulse buying of this brand.
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