The Effect of Mood on Impulse Buying Behavior - Case of Algerian Buyers

Abstract

The present research aims at studying the effect of mood on impulsive buying behavior. For this, a quantitative study was conducted and a scale of measurement was adapted to the Algerian context to identify the direct and indirect links between these two concepts, namely mood and impulse buying. The results of this study should enable store and point of sale managers to create added value for customers by offering intangible elements that appeal to the customers' emotions and to symbolic evocations as well in order to influence the individual's behavior towards the realization of spontaneous and impulsive purchases.