Physical stimuliĪ key factor for driving impulse buys is physical stimuli. Therefore, they are likely to buy products that offer greater savings. Sales promotions tend to impact sales because consumers are price conscious. People also buy products because they feel it will save them money in the long run.Īccording to Slickdeals’ survey, 52% of respondents would rather take advantage of a deal than pay full price. Impulse buying doesn’t always mean spending an entire paycheck on fancy products. Now that you know the psychological elements behind impulse buys, let’s look at what drives shoppers to buy instantly. ![]() A treat you’ve had your eye on for a while (21%).Post-pandemic impulse spending product categories included: Pre-pandemic impulse spending product categories included: So, what are Americans actually buying on impulse? A recent study by Slickdeals uncovered a shift in purchasing behavior post-pandemic. Hofmann explains that, because of your past experiences with cake, your brain forms a cluster of links: (a) the concept of cake, (b) positive effect generated by the cake, (c) the repeated patterns of behavior that led to the positive effect.Īnd just like that, you have helplessly bought a delicious cake-and you ain’t mad about it. You buy the cake without thinking about it.These urges are stimulated by external stimuli like the cake design, the smell of the bakery, etc.Your brain activates a series of urges, desires, and impulses to eat it.You love cake and you see one at the bakery.Self-gifting, or “retail therapy,” is another form of impulse buying one uses to manage their mood.Īccording to well-cited research by social psychologist Wilhelm Hofmann, impulses emerge through the activation of the associative cluster in long-term memory in close interaction with perceptual stimulus input. These factors are linked to internal factors (such as emotions) and external factors (such as environmental stimuli) that encourage impulse buying tendency. In a review study, researchers Sarah Xiao and Michael Nicholson suggest that this shopping behavior includes a number of antecedents, such as: ![]() The science behind impulse buying behavior Compulsive buying happens in the spur of the moment, it’s hard to control, and it’s affected by emotional states such as anger or joy. Impulse purchases differ from regular purchases in one key way: they are not consciously planned. So, what drives impulse buys? And what can you do in your store to encourage them? This guide covers exactly that. The feeling of doing something you shouldn’t when you just can’t help yourself. Think of impulse buying as the power of temptation. It occurs after shoppers experience an urge to buy, and is often spontaneous without any hesitation. Impulse buying is the sudden and immediate purchase of a product without any pre-shopping intention.
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