Abstract:

The purpose of this article is to explore the influence of the incidental exposition located in the peripheral zone of vision and perceived “without consciousness” on online impulse buying. We try to demonstrate that the advertised brands, which appeared in the peripheral zone of vision, are perceived “without consciousness” and the participant does not remember being exposed to this ad recently. We suppose to test if this exposure has an effect on the buying of the advertised brand. This research studies also the effect of the individual self-control on impulse buying and we explore the post-purchase reaction after its occurrence. An incidental exposition of one brand was adopted amongst 247 participants. The results show that the incidental exposition to a brand facilitates the impulse buying of this brand.