The Impulse Of An Impulse Purchase Decision - 843 Words

An impulse purchase decision can be defined as the result of complex behavioural processes, thoughtful and deliberate consideration of information about the good in question and its alternatives (Bayley Nancarrow, 1998). An impulse purchase is typically associated with reckless decision making as the assumption is that it is a decision made without thinking about the consequences too much. However, this definition by (Bayley Nancarrow, 1998) suggests that the impulse decision is one made using complex behavioural processes which take place within a number of seconds in a consumer’s mind. Generally, impulsivity is a personality trait with negative connotations as in most cases impulsive behaviour leads to rushed decisions without the individual realising the effect that their decision may have. It is useful to explore how impulse buying behaviour has risen and become a norm in the modern era with all but a few retailers targeting certain products at the consumer who is vulnerable to act impulsively. In terms of where these goods are usually found, it is usually just before an individual goes to pay for their items in a supermarket and tends to be relatively inexpensive. A study by Deloitte in 2013 revealed some interesting facts about consumer’s buying behaviour and habits. It found that consumers were diverting attention away from in-store purchases and rather doing their grocery shopping online. The emergence of e-commerce has reduced the proportion of instore impulseShow MoreRelatedAnalysis Of Post Purchase Dissonance And Factors Affecting It Essay1657 Words   |  7 PagesPaper On Post Purchase Dissonance Submitted to: Dr Payal Kapoor Date: 12-11-2015 By Ayushi Choudhary 231038 Objective An indepth analysis of Post Purchase Dissonance and factors affecting it. 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This definition is probably one of the definitions that is most in accordance with what is presented in the literature because it ticks the important boxes. However some people might argue that the wording is too general and that the meaning of some terms could be interpreted in different ways. Be that as it may, there is a certain degree of