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Drawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, considering both affective IB and cognitive IB.

A proposed model of IB is tested using a mall intercept survey.

The findings provide evidence for the two-dimensional nature of IB. Cognitive and affective IB are affected differently by promotions and emotions, and in turn, have different impacts on cognitive dissonance (CD). Specifically, promotions have a positive effect only on cognitive IB, while positive emotions have a positive effect only on affective IB. Additionally, cognitive IB positively affects CD, while affective IB does not.

Future research could explore different types of IB and unplanned purchases, consider the valence and arousal dimensions of emotions and examine how technological changes impact IB. Additionally, studying satisfaction as a mediator between IB and cognitive dissonance can contribute to the understanding of IB post-purchase outcomes.

By tailoring promotional techniques to cognitive IB and using positive emotions to stimulate affective IB, retailers can enhance the effectiveness of strategies. Furthermore, post-purchase strategies can be developed to reduce the negative effects of CD.

By exploring the different dimensions of IB and their relationships with CD, this study enhances our understanding of the underlying processes and mechanisms that drive consumer IB behavior during and after shopping trips.

Food waste and retail losses due to expiration dates are an important problem worldwide. Expiration date-based pricing (EDBP) is a price promotion technique consisting of charging different prices for perishable product approaching expiration date. The authors explore the influence of EDBP on impulse buying (IB) and on cognitive dissonance.

A mall intercept survey in Egypt was used to test the proposed model.

The results show that, while EDBP does not affect IB, it impacts cognitive dissonance. In addition, cognitive IB impacts cognitive dissonance, while affective IB does not.

Results suggest that there is a need to reconsider the effects of EDBP and call for alternative strategies to promote products approaching its expiration date, including strategies based on environmental protection by reducing waste arguments rather than on the sales promotional framework.

In spite of the importance of understanding consumer behaviour with perishable goods, this topic has taken little or no attention in the literature. The results provide useful insights for understanding EDBP.