Fifty-nine percent of purchases are unplanned before consumers enter the store.Thus, this study examines the effect of the brand name, packaging and shelf display of a product as in-store stimuli on consumers purchase intention as well as the moderating effect of different consumer types.A 2 (consumer types—planners versus unplanned consumer) by 3 (display—normal, larger quantity, and special display) between subject experimental design was used to test hypotheses.The findings show that well-known brand name, inform ability of brand name and pictures on the package enhanced consumers purchase intention.In addition, consumer type has moderating effect of in-store stimuli on purchase intention.Compare to the consumer planned to buy the product, the inform ability of brand name and package have a higher influence on purchase intention for the consumer they choose to buy the product which they did not plan to buy initially.