ABSTRACT This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.

中文翻译：

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名人代言人作为店内刺激对冲动购买的影响

摘要这项研究调查了POP（购买点）广告中的名人代言人在高参与度和低参与度产品的情况下如何影响消费者的冲动购买。它还研究了名人与产品匹配对消费者冲动购买的影响。进行了一项实验研究，使用印度218名学生的样本收集了六种不同情况的数据。采用独立样本t检验来检验研究的假设。结果表明，在POP广告中使用名人代言人可以增强消费者的冲动购买。此外，与低参与度产品相比，名人代言人在高参与度产品的情况下更有效，并且名人与产品类别的匹配也会影响冲动购买，但是，仅在高度参与的产品的情况下。该研究通过发现名人代言人对消费者冲动购买的影响，为名人代言和冲动购买文学做出了贡献。这些发现与对冲动购买感兴趣的零售商和市场从业者高度相关，这是影响消费者冲动购买的另一种方式。