This study extends the previously classified typology of unplanned purchases to accommodate the increase in online purchases. We also measured the impact of unplanned purchases on shoppers from an emotional perspective. As a result, new types of unplanned purchases, such as "novelty," "recall," "salience," "reference price," "risk aversion," and "embodied cognition," were derived. Furthermore, among unplanned purchases, salience purchases were found to significantly increase shoppers' interest. This result indicate that the importance of marketing strategies that take salience into account for manufacturers and retailers.

• Hiroshi Nakamura(Chuo Business School of Chuo University)
• Yukari Sugimoto(Atomi University, Japan)
• Kazumasa Suzuki(Tokyo Kasei University)