Impulse buying psychology essay
First, impulse purchases can be made in response to marketers' suggestions and/or reminders (stern 1962). Stern's conceptualization of impulse purchasing is based on the premise that the making of an impulse purchase, be it planned, pure, reminder or suggestion, is linked to the consumer's exposure to a stimulus (e.
For impulsive buyers, their affective state can stimulate pursuit of the immediate gratification that buying provides. One which may have particular value for studying impulse buying is the multidimensional personality questionnaire (mpq) developed by tellegen (1982).
The time taken for such impulse purchases is fast and immediate as compare to planned purchases (d'antoni & shenson, 1973; youn, 2000). Accordingly, we hypothesize that people with high absorption levels will more easily be caught up in external sensory stimulation, and thus, more likely to engage in impulse different factors have been suggested as triggering the impulse to purchase.
Further, when, without regard for the consumer's reactions, impulse purchasing is simply defined as an unplanned purchase prompted by an exposure to a stimulus, the understanding of the phenomenon is seriously limited by its exclusion of the purchasing decision maker. Melanie wakefield, daniella germain & lisa henriksen (2007) research concludes the strong effect of impulse purchase for retail cigarette display on point of purchase (pop).
2001) suggested a model in which intentions towards negative outcomes are decreased; responses towards stimuli are rapidly unplanned due to un-complete process of information and ignoring the long-term ive buying is mostly known as such purchase behavior that is un-planned (applebaum 1951; kollat & willet 1967; stern 1962). Say gmo foods are safe, public skepticism sive buying wikipedia, the free to: navigation, sive buying disorder (cbd), or oniomania (from greek ὤνιος ṓnios "for sale" and μανία manía "insanity"), is characterized by an obsession with shopping and buying behavior that causes adverse consequences.
As 8 brief illustration, the consumer who purchases an expensive designer leather jacket on impulse may experience a mixture of guilt and excitement (experiential impulse purchase), but may not experience such reactions when purchasing a can of vegetables on impulse (non-experiential impulse purchase). 15] those with associated disorders such as anxiety, depression and poor impulse control are particularly likely to be attempting to treat symptoms of low self-esteem through compulsive shopping.
Compulsive shopping may be considered an impulse control disorder, an obsessive-compulsive disorder, a bipolar disorder, or even a clinical addiction, depending on the clinical source. Pure impulse purchasing occurs when consumers experience "truly impulsive buying, the novelty or escape purchase which breaks a normal buying pattern" (stern 1962, p.
Buying seems to represent a search for self in people whose identity is neither firmly felt nor dependable, as indicated by the way purchases often provide social or personal identity-markers. Companies pay high prices to display their products there, since these are hot spots for impulse buying.
Exposure to a stimulus only two of the previously conceived definitions of impulse purchasing (applebaum 1951; stern 1962) specifically include "exposure to a stimulus" in their formulation of an impulse purchase (see table 1). Planned impulse buying is about your preplanned product to be purchased but it depends upon special discount or al stimuli may generate an irresistible desire that promotes the internal desire that give rise to an unexpected purchase (piron, 1991).
Reminder impulsive buying relates to deficiency of a certain product at home while you encounter that product during shopping and you purchase that product. While only 3% (see table 2) of the students surveyed specifically mentioned "on-the-spot," another 18% of the sample defined the decision to make an impulse purchase using terms such as "on the spur of the moment," "spontaneously," "on a whim," "suddenly," and "spontaneously.
These dimensions are: lack of control (or impulsivity), stress reaction, and is very important to gain some insights of personality factors regarding impulse buying. Impulse buyers were found to be more likely to buy on impulse in both negative moods and positive moods than non-impulse buyers.
Summary a complete definition of impulse purchasing must recognize that emotional and cognitive reactions may accompany, but are not a sine qua non condition to an impulse purchase. Differentiates oniomania from healthy shopping is the compulsive, destructive and chronic nature of the buying.
For stress-reactive people, impulse buying can be viewed as a means of coping with stress. Marketer-created environmental and product factors including colors, smells, sounds, textures, and locations can increase the likelihood of engaging in impulse buying (eroglu and machleit 1993; mitchell 1994).
But that may cause a problem to justify the validity and reliability of the (2000), d'antoni and shenson (1973) put more emphasis on internal dynamics of consumers, rather than on the products physical characteristics or location er by product for fun, to ease a depress mood or to express an identity and all such non rational purchases comes under impulse buying (baetty and ferewell, 1998; dittmar, beattie and friese, 1995, 1996; dittmar and drury, 2000). Terms compulsive shopping, compulsive buying, and compulsive spending are often used interchangeably, but the behaviors they represent are in fact distinct.
People who score highly on compulsive buying scales tend to understand their feelings poorly and have low tolerance for unpleasant psychological states such as bad moods. 1968) above), only very recently did researchers propose that both location and time elements of the purchase decision making are instrumental in differentiating impulse from non-impulse purchasing.