Marketing tricks that make you impulse buy

Hi everyone, I've been doing some research and thought I would share with you some marketing tricks that stores use to make you purchase impulsively. Enjoy the read!

1. BRAND AFFINITY

We are more likely to impulse buy from a brand we are familiar with (Kwon & Armstrong, 2002). That's why you see sales people in malls calling you over saying 'Let me tell you about this new product from X brand'. If you stop, they talk about the product and the brand and sometimes let you try things out (e.g. skincare, perfumes). The reason behind this is to make you feel closer to the brand, which increases the chance that you'll buy something on the spot.

2. 'GOOD DEALS'

Discounts, sales, buy one get one, free gift with any purchase - these strategies highly increase the chance that you will purchase impulsively. It happens because these promotions create a sense of added value in our mind. Unfortunately, it often leads us to buying things purely because it feels like a bargain. That way, we often end up buying things we don't wear or use (Rook, 1987).

3. ADVERTISEMENT SLOGANS

Particularly those which appeal to instant gratification and immediate pleasure. Examples include 'Indulge Yourself', 'There's No Time Like The Present', 'Just Do It'. This type of narrative urges us to buy immediately by giving a justification for an instant treat. As a result, we impulsively buy items we normally wouldn't.

4. STORE LAYOUTS

Generally, impulsive buys are cheaper than planned purchases. That is why you see relatively cheap items around the checkout area in stores. Small accessories, pens, candy, chewing gum etc.

It is a strategic placement - since we're already buying something and queuing to pay for it, it's easy to grab an additional keychain (Mohan, Sivakumaran & Sharma, 2013). This idea is based on the concept of the 'shopping momentum' - when we prime our brain with an initial purchase, it gets easier to go down the rabbit hole of impulsively buying things we hadn't planned on getting (Dhar, Huber & Khan, 2007).

5. FEAR OF MISSING OUT (FOMO)

FOMO inducing ideas and slogans include 'Limited Edition', 'Never Coming Back In Stock', 'Buy Now', 'Don't Miss Out'. They increase anxiety that we might miss out on some potentially useful item if we don't buy it right then and there. So we often buy it, justifying it with 'just in case' (Hodkinson, 2019).

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Impulse buying is also influenced by personal motivations, self-control depletion, and even demographic factors. I made a video on my youtube channel 'Psych But Fashion' diving deep into the topic, where I also share strategies on how to better control yourself.

Thank you for reading, have a great day,

Bea

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REFERENCE LIST

Dhar, R., Huber, J., & Khan, U. (2007). The shopping momentum effect. Journal of Marketing Research, 44(3), 370-378.

Hodkinson, C. (2019). ‘Fear of Missing Out’(FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65-88.

Kwon, H. H., & Armstrong, K. L. (2002). Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly, 11(3).

Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of marketing.

Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199.

Submitted August 25, 2020 at 04:53PM by psychbutfashion https://ift.tt/3hGYrE1