Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction

•Impulse buying tendency positively affects impulse buying.•Pre-purchase mood positively encourages impulse buying.•No influence of impulse buying on post-purchase mood.•Satisfaction has a partial mediator role between pre-purchase mood and post-purchase mood.

The objective of this study is to investigate the influence of impulse buying tendency and pre-purchase mood on impulse buying. The study further considers the effect of impulse buying on post-purchase mood. In this context, this research examines how pre-purchase mood affects post-purchase mood, with customer satisfaction as a mediating variable. The results reveal that consumer impulse buying tendency and pre-purchase mood encourage impulse buying positively. In addition, it is found that impulse buying has no influence on post-purchase mood. Moreover, satisfaction has a partial mediator role between pre-purchase mood and post-purchase mood.