Objective: This study aims to examine the impact of in-store stimuli on customers' impulse buying behavior, considering the mediating role of immediate emotions and the moderating role of brand attachment in Ofogh Kourosh chain stores in Gorgan city.
Method: The current study is applied in purpose and descriptive-survey in method, seeking to provide practical solutions for improving marketing and sales strategies in retail environments. The statistical population included all customers of Ofogh Kourosh chain stores in Gorgan city, with a sample size of 384 determined using Cochran's formula. Sampling was conducted through simple random sampling while maintaining demographic diversity principles.

Findings: The research findings revealed that in-store stimuli were influential in two main dimensions: First, environmental factors including store layout, lighting, background music, and product displays, all of which had significant effects on creating positive emotions in customers. Second, service factors including staff behavior, service speed, and interaction quality, which played key roles in shaping the shopping experience.
Conclusion: This study demonstrates that chain store managers can facilitate impulse buying experiences by focusing on optimizing environmental and service factors. Practical suggestions include periodic store layout redesign, staff training for more effective interactions, appropriate use of lighting and music, and strategic product displays. Additionally, given the non-significant moderating effect of brand attachment, it appears that investments in customer loyalty programs may have limited short-term impact on increasing impulse purchases.