Buying without thinking. That sounds far-fetched in today’s world of online comparison shopping, product ratings and rampant consumer reviews. Since the mainstreaming of Amazon and e-commerce in general it seems most people place the same effort into shopping for regular things as they do when searching for the cheapest airfare or hotel.
Still, impulse purchases happen more than you think. It can happen suddenly, when an uncontrollable urge for a product pulses through your brain. Instead of pumping the self-control brakes, most of us pull out our debit cards. But why does it happen, especially when we have so many tools at our disposal to determine if something really is a good value?
Stores and websites, not coincidentally, have become masterful at effective product placement and impulse marketing to weaken our resolve. Those perfect shoes or jeans — never a consideration when you woke up — suddenly seem indispensable so we indulge. It can happen with food or music or media, and often does.
Some of the time, signifying a sale price is enough to trigger our spending. We’re getting a deal, right. But usually the import of the labeling and advertising is the real culprit as it tends to have a psychological effect. We buy into the desired outcome a product or service sells then decide, impulsively, that’s what we want.
Savvy brands do plenty of research into the branding and labeling that works and why. They realize a customized look and feel for their product can make all the difference to the discerning and distracted consumer alike.