CC BY
4УДК 316.663.5
Popova A.S.
student of the Institute of Social Sciences and Mass Communications,
Belgorod State University (Belgorod, Russia)
THE PSYCHOLOGY OF IMPULSIVE CONSUMPTION: THE MECHANISMS THAT PUSH PEOPLE TO MAKE IMPULSIVE PURCHASES
Аннотация: this article examines the psychological mechanisms that contribute to impulsive consumption, which is becoming more and more noticeable in modern society. We analyze the impact of emotional, cognitive and social factors on consumer behavior, as well as consider the role of marketing strategies and technologies that promote spontaneous purchases. The main motives of impulsive consumption are described, such as the desire for immediate satisfaction, the search for emotional release and the influence of group pressure. In addition, the article examines the consequences of impulsive purchases for individual financial stability and psychological well-being. In conclusion, there are recommendations for managing impulsive behavior in the consumer environment, which can be useful for both consumers and specialists in the field of marketing and psychology.
Ключевые слова: impulsive consumption, impulsive purchases, consumer psychology, emotional factors, cognitive mechanisms, social influence, marketing strategies, spontaneous consumption, financial stability, psychological well-being, consumer behavior, purchase incentives, consumer preferences, group pressure, behavior management.
Impulsive consumption can be defined as unplanned, spontaneous purchases made under the influence of emotions, moods, or external stimuli, without prior planning or necessity for the product. These purchases often occur in response to strong emotional experiences or attractive offers, frequently leading to feelings of guilt or regret after the purchase.
Impulsive consumption has become especially relevant in the context of modern society, where advertising, social media, and marketing strategies continuously influence consumers. Statistical data show that a significant portion of purchases is made spontaneously, and this trend is exacerbated by the rise of ecommerce and technologies that allow for easy and quick shopping. As a result, understanding the psychological mechanisms behind impulsive consumption becomes important for studying financial behavior and for developing strategies aimed at promoting conscious consumption.
Emotions play a key role in the decision-making process regarding purchases. Positive emotions, such as joy or excitement, can motivate buying behavior, while negative emotions (stress, anxiety) may sometimes lead to "compensatory" purchases— the desire to improve one's emotional state through the acquisition of goods. The consumer's mood also influences the likelihood of impulsive purchases: a positive mood tends to encourage higher spending, while a negative mood can either stimulate compensatory behavior or inhibit it, depending on individual characteristics. [1]
The decision-making process regarding purchases often involves both intuitive and rational thinking. Intuitive thinking is characterized by quick, emotionally charged decisions, while rational thinking requires analysis and weighing of information. The dual processing model illustrates this process, showing how consumers may first respond intuitively and then attempt to justify their actions rationally. This model explains why emotional triggers, such as sales and external environmental influences, can lead to impulsive purchases despite the presence of rational considerations.
Let us turn to examples and examine the mechanisms of impulsive consumption. Internal mechanisms of impulsive consumption include cognitive and emotional triggers that contribute to spontaneous purchasing decisions. Cognitive triggers may involve associations between products and positive memories or emotions. Emotional triggers, such as joy or nostalgia, can prompt immediate purchases. The role of self-control and self-efficacy is also significant: a low level of
self-control can lead to frequent impulsive purchases, while a high level fosters a more conscious approach to spending. [3]
External mechanisms influence consumers through various stimuli. Marketing factors, such as advertising, "limited time" offers, or discounts, create a sense of urgency and scarcity, which can intensify impulsive buying. Social influence also plays an important role: group norms, friends' opinions, and the influence of close ones can encourage spontaneous spending, especially when consumers seek to meet the expectations of those around them. [2]
The environment in which purchases are made directly influences impulsive behavior. The design and atmosphere of the store, including lighting, music, and product placement, can create attractiveness and foster an emotional response from consumers. Visual merchandising elements, such as eye-catching displays and strategic product positioning, also contribute to an increase in spontaneous purchases. Furthermore, the influence of seasons and holidays, such as Black Friday or Christmas, often activates impulsive consumption as shoppers succumb to the overall festive atmosphere and promotional offers.
Impulsive purchases can lead to feelings of guilt and regret when consumers realize they have spent money on unnecessary or unwanted items. These emotions can exacerbate stress and lead to negative self-esteem, as individuals begin to doubt their ability to control their behavior. In turn, this can negatively impact overall life satisfaction, as frequent impulsive purchases become associated with financial issues and personal failures. [4]
Impulsive purchases directly affect personal finances and budgeting. Spontaneous expenditures can lead to exceeding the planned budget as well as accumulating debt. As a result, consumers may face financial difficulties that limit their ability to save money and invest in more meaningful goals. Long-term consequences may include deterioration of financial status and a decrease in overall wealth.
Impulsive purchases can significantly impact interpersonal relationships, especially within family structures. Frequent spontaneous spending can lead to conflicts between partners or family members regarding financial priorities and goals.
Disagreements about the family budget and expenditures can create tense situations and diminish trust among family members. In the long run, this can lead to a deterioration of relationships and even breakups.
Developing self-control skills helps consumers manage their impulses and make more conscious purchasing decisions. This includes methods such as making shopping lists, setting budget limits, and utilizing technology, such as mobile apps for tracking expenses. Practicing meditation and mindfulness is also beneficial, as it allows individuals to better control emotional reactions and reduce spontaneous moment-based decisions. [3]
Effective strategies for managing emotional states can prevent impulsive purchases. Consumers can learn to recognize their emotional triggers and find alternative ways to cope with negative emotions, such as engaging in sports, hobbies, or spending time with friends. It is also important to be aware of the influence of mood on financial decisions and to actively control it, which can help avoid unnecessary expenditures.
Creating conscious consumption involves educating consumers about the consequences of impulsive purchases and developing programs that encourage more thoughtful decision-making. Retailers can contribute to this by providing information about products and promotions, as well as considering the creation of a comfortable and calm atmosphere in stores, which may reduce the motivation for impulsive buying. Focusing on long-term goals, such as financial planning and investing in meaningful aspects of life, helps consumers better understand their priorities and avoid spontaneous spending.
СПИСОК ЛИТЕРАТУРЫ:
1. Kahneman, D. (2011). Thinking, Fast and Slow. New York: Farrar, Straus and Giroux;
2. Mohan, G., Sivakumaran, B., & Sharma, P. (2013). The Impact of the Retail Atmosphere on Impulsive Buying Behaviour: A Literature Review and Research Agenda. Journal of Retailing and Consumer Services, 20(3), 224-239;
3. Miller, J. J., & Mona, A. (2020). Shopaholic: Impact of Psychological Factors on Impulse Buying Behavior in Young Adults. International Journal of Psychological Studies, 12(1), 1-10;
4. Penz, E., & Hogg, M. K. (2011). Exploring the Role of Impulse Buying in the Marketing Mix. Journal of Consumer Marketing, 28(3), 154-163
