Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Investigating The Effect Of Food Neophobia And Human Crowding On The Behavior Of Impulse Buying Of Street Snacks

Document Type : Original Article

Authors
maryam mashayekhi 1
mohammad hossein forghani 2
1 Corresponding Author, Master of Marketing Management, Sepahan Institute of Science and Technology, Sepahan, Iran
2 PhD in Business Management, Faculty of Management, University of Isfahan, Isfahan, Iran.
Abstract
The issue of the relationship between consumers' emotions and their Impulse Buying is an important aspect of the lifestyle in the present age. Therefore, a good understanding and awareness of the conditions of this issue is effective in improving the customer's desire to buy, especially in today's competitive and complex market. In addition, despite numerous internal studies in the field of Impulse Buying, the effects of Food Neophobia and Human Crowding have been less studied. Accordingly, this study was conducted to investigate the emotions on consumer behavior in the Impulse Buying of street food by considering the moderating effects of Food Neophobia and Human Crowding. In terms of applied purpose, the present study is descriptive-survey and correlational based on its nature and method. Using available sampling, 384 questionnaires were collected with acceptable reliability. Data analysis was performed using hierarchical regression. The results showed that Human Crowding and Food Neophobia as moderators did not moderate Impulse Buying. After the results are presented, street business vendors are suggested to stimulate people's emotions through sensory marketing so that they can encourage the consumer to buy immediately .
Keywords
Impulse Buying
Emotion and Cognition
Food Neophobia
Human Crowding

Subjects

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