THE PSYCHOLOGY OF IMPULSE BUYING.

We’re all guilty of impulsive buying.

You came in with a list…  

But left with half the store…  

TRIGGERS  

but, what this behavior?

INFLUENCES  

What what you buy?

3main contributors to impulse buying behavior.  

There are

STORE ENVIRONMENT  

#1  

Highly stimulating environments and perceived crowding increases the frequency of impulse buying.  

Repeat shoppers are more likely to make impulse buys than first time shoppers.  

In small stores, pricing has the main influence over impulse buys.  

In large stores, product displays have the main influence on impulse buying.  

Shoppers who react more positively to a store environment are more likely to purchase something they weren’t planning on buying.  

PSYCHOLOGICAL TRAITS  

#2  

there is a general trait of impulsivity.  

Psychologists agree  

Of the people who have this trait, only those who find it morally acceptable to buy on impulse do so.  

Research suggests that there is a strong link between getting good deals and the release of mood-boosting endorphins.  

BUYING CONDITIONS  

#3  

The more time a shopper spends in a store before finding what they set out to buy…  

the more likely they are to purchase something they did not plan on buying.  

Implicit primes are more effective when shoppers are distracted making them more likely to make an impulsive buy.  

Marketers often use this knowledge to promote impulse buying in hopes of increasing their bottom line.

IMPLICATIONS of IMPULSE BUYERS FOR MARKETERS

 

While impulse buying does mean more product being bought…

It can lead to consumers having a negative opinion of the retailer and the product

Before cashing in on impulse buyers, it’s important to fully understand consumers’ traits and the long term impact on the brand.

How do you identify the right impulse buyer?

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