What triggers impulse buying behaviour?
An exploration of the human psyche and the momentum buying process
We have all experienced it. That feeling of wanting something so badly you’re willing to buy it on the spot. You don’t think in these moments, you just act. It’s called impulse buying and it can be quite costly if not managed properly. Most of the time, we think that we’re in control of our purchasing decisions, but sometimes we’re not.
We’ll look at what causes impulse buying, how to manage it, and how to avoid external triggers that lead to impulsive purchases. It’s my hope that you’ll get a better understanding of this phenomenon after reading this article
What triggers impulse buying behaviour?
Impulse buying behavior is triggered by a variety of factors, both internal (psychological) and external (environmental). Clothing and food are the most common impulse buys since they’re both relatively cheap and easy to get. Additionally, these items can be purchased with minimal effort and provide immediate gratification.
Internal triggers
Internally, we are more prone to impulse buying when we feel emotional in response to an item or experience. This is similar to the way that a spark ignites a flame; a small emotional reaction can quickly grow into an intense desire to make a purchase. This could be excitement over finding a great deal or being overwhelmed by the options available.
Internal triggers can also include loneliness, depression, anxiety, boredom, and stress. We may not even realize it but these feelings can lead to impulsive behavior. Often, impulse buys are a self-soothing or a distraction from uncomfortable feelings.
External triggers
External factors include targeted advertising, in-store displays, and discounts or sales. These are all designed to catch the consumer’s attention and create a sense of urgency that encourages impulse buying. Plus, point-of-sale displays make it easy for consumers to see items they weren’t planning on buying and buy them right away.
Externally, stores use various tactics to encourage shopping, such as ‘sales’ signs and flashy displays. When you’re in a place with everything you need readily available (like a grocery store), it’s easy to add extra stuff that wasn’t necessary. Even something as simple as being hungry or in a hurry can trigger an impulse buy.
How do mental biases affect impulse buying?
Impulse buying can be triggered by several mental biases. A common one is anchoring bias, which happens when we make decisions based on past experiences or price points. Often, this makes us think things are worth more than they really are, leading to poor purchases.
Whenever my clients decide to buy a new car, they always compare it to their old one. They assume that if they had a good experience with the brand (like most of our clients), then this will be a good choice.
Another common mental bias that can trigger impulse buying is loss aversion.It's when we're more motivated by the fear of losing something than the potential gain. Remember when people stocked up on toilet paper during COIVD? It’s loss aversion. Fear drives our decisions. The biggest problem is that we tend to make decisions based on emotions and emotions can fool us.
What’s the best way to avoid impulse buying?
So here is the fun part of the story, how to slay the dragon? . There are several strategies you can use to avoid impulse buying behavior.
- Set clear spending boundaries and limits
- Keep external triggers to a minimum
Set clear spending limits and boundaries
Of course, the first one is pretty obvious and you’ve probably heard it a lot: Set a monthly budget, buy things you only need, use cash, make a shopping list, buy on sale, don’t buy in convenience stores, etc.
This is easier said than done. Over the years, we’ve built spending habits that are stronger than we are. For these reasons, that advice tends to be useless. The only way to really influence our behavior is to go before impulsive behavior starts
Keep external triggers to a minimum
Limiting exposure to the trigger or habit is easier than fighting it later.
Get rid of the monster while it’s small
They’re two parts of the brain, impulsive (the fast) and analytical (the slow). Whenever you make an impulse decision, the fast part of your brain wins over the analytical part. It’s because the reactions (the fast part) are automatic, effortless, and don’t require any thought. It’s like how animals in nature are driven by instinct.
On the other hand, the analytical part requires more cognitive effort and leads to more rational decisions. It’s instinctive for animals to react to danger, but humans can think about the consequences and make more rational decisions
There’s just one problem with the fast part of our brain, it won’t stop
It can’t be turned off because it’s an automatic process that runs our whole body. Stopping is like saying the sun has gone down. This part of the brain controls our mental and physical reflexes, like blinking or breathing, which we can’t control consciously. We can also make unconscious decisions quickly, like when we’re driving.
This means you can’t ignore your brain’s impulses
Logic and rational thinking can be overridden by external triggers such as flashy displays and sales notifications. So the only way to avoid impulsive buying is to limit triggers. Like when you go on a diet, you get rid of all the junk food in your house.
Before buying anything, we need to take some time to think about why we want it. This way, we can make sure our decisions align with our values. By controlling our spending, we can make sure we’re making the right decisions for ourselves and not letting external factors influence us.
Here’s where you can find external triggers
Shopping malls and stores
Online shopping sites and apps
Social media platforms
Television and advertisements
End-of-season sales events
Special offers and coupons
Discounts or promotions from brands or retailers
Unfamiliar places with unfamiliar products
Grocery stores and supermarkets
Auctions or bidding sites
Fuel stations
Fast food restaurants or vending machines
Street vendors and kiosks
You can avoid impulse buying by limiting external triggers. Setting limits and boundaries can also help, but remember that they may not be very effective since our snap decisions are driven by the impulsive part of our brains. Make sure you make the right decisions for yourself by reducing the influence of mental biases, external triggers, and social influence
Here are some Key Things to Remember
1. Impulse buying is driven by emotional triggers, not rational ones.
2. Keeping external triggers to a minimum
3. Take some time to think about why you want something
Nikita
