“…The strand of literature which focuses on the influence of in-store marketing levers on shopping behaviour is known as "Shopper Marketing" and some authors have focused their attention on some specific marketing levers (Kahn & Schmittlein 1989;Chandon, Hutchinson, & Young, 2002;Inman & Winer, 1998;Sinha & Uniyal 2005;Larson, Bradlow, & Fader, 2005;Larson, Bradlow, & Fader, 2006;Neff, 2008;Chandon, Hutchinson, Bradlow, & Young, 2006;Inman et al, 2009;Dulsrud & Jacobsen, 2009;Suher & Sorensen, 2010;ECR Europe, 2011;Bell, Corsten, & Knox, 2011). Several authors started to recognize that many decisions are not made until consumers enter the store (Agnew, 1987;McIntyre, 1995;Inman et al, 2009) and began to define and analyse the phenomenon of impulse buying.…”