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Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. This on-going research considers the affections generated by con-sumers towards the chocolate brand which is endorsed by a celebrity. The Dual Mediation Hypoth-esis Model (DMH) is used to ascertain the ad effectiveness of the product/ brand, in this research advertisement featuring the celebrity. The affections generated by the ad leads to generation of af-fection towards the brand leading to purchase a product/ brand. The chocolate brand selected for the research has high market share and manufactures chocolate based products catering to all classes of consumers. The research primarily focuses on the significance of affections generated by the adver-tisement for the product. The purchase decision for such products is usually based on consumer impulses and attitudes towards the product/ brand. A convenience sample of 116 individuals was considered for the research and the survey was done using questionnaire method. The findings from the analysis revealed that the consumers purchased the products due to the impulses and af-fections generated by the ad and brand. There was no clear linkage between the celebrity and brand which lead to purchase intentions of the product/ brand. The Dual Mediation Model was found to be applicable as the affections towards the brand and the ad resulted in purchase intention.\ud\u

Evaluating impulse purchases generated by affections and advertisement effectiveness