![]() We want to be pleased by our purchases and so we buy things that make us happy, as against practical, sensible options (which would explain why impulse bought shoes will likely be pretty but not necessarily sensible). Sell me ‘Happiness’Įvery time we see the “Sale” sign, encounter new and exciting products, or buy things for loved ones, our brain makes decisions based on our emotional state. Usually, such moments lead us to buying things that seem interesting and often ones that are not on the list. So when we are trying to manage various situations that demand our attention (like buying groceries while carrying a tired baby, talking to a friend, or taking a work call) we have very little mental space left to make a thought out purchase decision. Researchers think this happens because we have a limited amount of mental space. They also found that the worse a person’s mood when they enter (or pass by) a shop, the more they are likely to make impulsive purchases.Ī distracted buyer is also an impulse buyer! When our mental resources are occupied elsewhere, we tend to buy things that seem appealing. Typically, people impulse buy things that make them feel good or things that have an emotional value. Scientists tell us that this happens because such items help us feel better about ourselves and temporarily dampen our unhappy thoughts and self doubt. It doesn’t really matter if we are told that this may not happen we still go ahead and buy – optimistically. We are convinced that we will eat all the food we buy, wear every item of clothing, and use all the household items we pick up. This need gets intensified when we find the resource in question is available for a limited time. And who doesn’t want a good deal?Īs a species that fears running out of resources we have a tendency to stock up on things we think we should have. The idea that we are getting more for the same amount of money spent speaks to most of us even when we aren’t trying to save money.Įver seen a 20% off (or even 5%) off sign on treats and suddenly felt that you just have to get some ? This happens because our brain can often get fooled by the idea that something MAY be a good deal. ![]() (the desire to avoid missing out on something good): How often do you fall for the “ Buy 2, Get 1 Free” or the “ Limited Period Price Drop” deals? Whether it’s t-shirts or shampoo, we pick up things we don’t need if we aren’t sure that it will always be available or if we think that we are getting a really good deal. Which would explain why my impulse buys are books and chocolate goodies while my best friend’s stress shopping usually leads her to the cosmetics’ counter. Getting something new or getting a treat is a pick-me-up on a bad day, adds spice to a boring one, and can work as a strong incentive for a lazy day. The thought of immediate, pure pleasure can be insanely powerful particularly when we are stressed out. We tend to pick up things that make us happy. ![]() The science suggests that impulse purchases may be motivated by a number of different factors: It would seem that our mood, memories, fears and even our personality can be used to predict what we might pick up on a whim and how much. Consumer surveys consistently show that people are likely to buy things that they didn’t plan to buy, things they don’t need, and even items they’re not sure they want – just because the impulse hit them. Most of us feel sure about the reasons behind our various purchases – from clothes and furniture, to breath-mints.īut the scientists who delve into the intricacies of human consumer behavior think that there is a lot more at play. As consumers, we usually believe that we make conscious choices based on what we need and want.
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