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This paper investigates the influence of situational factors on the impulse buying behavior using a Mehrabian and Russell's (1974) framework (Stimulus & response model). The results suggest that a consumer's emotions can be a mediating factor in the impulse purchase process. In this study, we identify and explore how situational factors and emotional states may influence various dimensions of impulse purchase behavior of Algerian shoppers. By tapping the responses of 687 consumers in the area of Algeria' west, we obtain that there is a positive relationship between independent and dependent variables. According to the results, pleasure was associated with design, whereas arousal was associated with perception of crowding, but dominance was linked to time spent in the store. Retailers can take these findings to maintain trained their employees and provide adequate signs and best environment whenever some relocation of products took place.

Application of stimulus & response model to impulse buying behavior of Algerian consumers