Significant changes have recently occurred in the study of consumer behavior, particularly in the

decision-making process and, as a result, in the factors influencing purchase intention (Stankevich,
2017).

The marketplaces differ and are characterized by heightened rivalry, ongoing innovation in the goods
and services on offer, and an increase in the number of businesses operating in the same market.
Knowing the customer well is crucial in this situation (Varadarajan, 2020). Innovation and meeting
customer expectations are made feasible by analyzing the variables that directly affect consumer
behavior. For marketers to be able to enhance their campaigns and more successfully reach their target
demographic, this study is crucial (Ding et al., 2020).

Consumer behavior is the study of

Meena's (2018) research demonstrates that people start to develop preferences for certain goods and
services at an early age as a result of being exposed to a variety of economic stimuli. One of the most
effective methods for altering consumers' perceptions and having a big influence on their purchasing
behavior is the sales promotion (Khan et al., 2019). Even the most innocent advertisements have the
power to sway consumers' opinions and change their behavior, which in turn affects their intention to
make a purchase. According to Falebita et al. (2020), 84.0% of the total number of publications assessed
in the study conducted by these writers demonstrate that this influence is primarily beneficial.

According to Kumar et al. (2020), psychological variables strongly influence the decision to buy a
product or service because it's common for consumers to later question their motivations for doing so.
Understanding the thought processes that underlie the decision-making process for purchases is crucial,
which is why consumer psychology is connected to marketing methods (Ding et al., 2020). The same
models are frequently used by the two fields to explain consumer behavior and the factors that lead to
impulsive purchases. Advertising appeals to consumers and the messages it sends, and this is reflected
in their actions and intentions to make purchases (Varadarajan, 2020).

A number of perspectives have been used to study the phenomenon of impulse buying, including I
rational processes; (ii) emotional resources; (iii) the cognitive currents arising from the theory of social
judgment; (iv) persuasive communication; and (v) the effects of advertising on consumer behavior
(Malter et al., 2020).

An inability to weigh the repercussions of one's actions and an overpowering want to buy are the causes
of impulsive behavior. Despite being aware of the drawbacks of purchasing, there is a strong desire to
fulfill your most urgent demands right away (Meena, 2018).
Since it accounts for between 40.0 and 80.0% of all purchases, studies on the significance of impulsive
purchasing in consumer behavior have been conducted since the 1940s. This kind of purchase is dictated
by irrational factors that are defined by their sudden arrival and their (in)satisfaction with the results of
their actions (Reisch and Zhao, 2017). According to Aragoncillo and Ors (2018), a sizable portion of sales
come from unanticipated purchases that don't match the items customers expected to buy before
entering the store.

Burton et al. (2018) claim that sudden, powerful emotional desires that result from reactive conduct
with little cognitive restraint lead to impulse purchases. The buyer's tendency to make impulsive
purchases without giving them much thought can be explained by the feeling of fulfillment they receive
right away (Pradhan et al., 2018).

In addition to having an emotional component, impulsive purchasing can be caused by a number of

things, such as the store's atmosphere, one's level of life satisfaction, one's self-esteem, and the
consumer's emotional condition at the time (Gogoi and Shillong, 2020). We think that unexpected
needs, visual stimuli, marketing campaigns, and/or a decline in the ability to evaluate the benefits and
drawbacks of a purchase can all trigger impulse purchases.