Characteristics Of Impulse Buying
“Impulse buying is a purchase that is unplanned, the result of an exposure to a stimulus, and decided on-the-spot. After the purchase, the customer experiences emotional and/or cognitive reactions”. The definition quoted above explains the characteristics of impulse buying as follows:
1.2.1. Characteristics of Impulse Buying
• An impulse buying is an unplanned purchase, and not desired earlier. The consumer decides to buy the product on the spur of the moment, not in response to a previously recognized problem.
• Impulse buying is the effectof exposure to the stimulus. The stimulus can be considered to be the catalyst which makes the consumer be impulsive. The stimulus can be a piece of clothing, jewelry, or candy.
• Impulse buying is the immediate nature of the consumer behaviour. The consumer takes a decision on the spot without any evaluation of the consequences of making such a purchase.
• The consumer experiences emotional and/or cognitive reactions, which can include guilt or disregard for future …show more content…
Psychological reasons behind impulsebuying areanalysed as follows:
• Social butterfly
Consumers who are social, status-conscious or image-concerned will turn into an impulse shopper. In other words, people are more likely to snap something up, if they think, it will make them look good to other people.
• When consumers are anxious and unhappy
Impulse buyers tend to experience more anxiety and find it harder to control their emotions. Those factors make consumer less able to resist the urge to buy and to ease stress and anxiety. People who buy on impulse tend to experience less happiness and they improve their mood by doing more Shopping.
• People Love Shopping and Shop for entertainment
People think the act of shopping and spending money is fun, they are more likely to buy stuff without thinking about whether or not really need it and without planning ahead.The simplest explanation is that some people just derive enormous amount of pleasure from acquiring something new. The act of buying is an act of empowerment that may be felt too rarely in other aspects of life.
• The Loss Aversion Switch
Loss aversion describes the innate concern of customers to avoid feeling bad in the future. Normally this would affect the people’s purchase decisions by causing them to prevaricate over a