Why do we make impulsive purchases

shopping season timed to the New Year holidays - this is the time when marketers are taking on adopt all their knowledge on psychology and do everything to make you irrational wish to buy anything but more. From sales assistants, which are sure to compliment your appearance before costed algorithms that will make you choose those items that you even can not afford - all will encourage you senseless and foolish to spend money.

Most people think about why they need a new thing in the house. We are trying to assess how functional this subject as it can be applied, whether it will be useful. More importantly, almost every thing has psychological significance for us. This is the decisive factor in the case of impulsive buying. John Galbraith (John Galbraith), American economist, cynically said that the person who just shopping for groceries, already in the captivity of the deepest feelings and emotions.

Psychologists believe that people make impulse purchases if, when they think that a brand or product complies with their own ideas about the world and helps to strengthen the awareness of their individuality.

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For example, if you fancy yourself a tough guy and think that to be so - well, then, most likely, you buy a gadget from Apple, even slightly overpaid. After all, this company's products have a special psychological significance.

Thus, both the things and brands play the role of symbolic trophy, thanks to which customers, strengthen their self-esteem. The company is stronger, the more frequently they use anthropomorphism in its advertising and clearly define the personality characteristics of the person who buys their products. Then purchase is used as a signal by which we show our personality to others.

The first studies in this area have shown that over 62% of purchases in stores anyway were made impulsively. It increasingly comes to online shopping: here rational planning income recedes into the background, because we are losing a sense of reality. Of course, it is influenced by cultural and contextual, and personal factors that determine exactly how we shop.

The more developed the culture of the individual, the more often we visit the store.

Of course, the more impulsive purchases made under the influence of stress, when we lose control of the situation. Research confirms this fact: after large catastrophes and natural disasters, people buy a lot more. It is interesting that we make fewer purchases, when we go to the store with their relatives, and much more if we go for shopping with friends.

Oscar Wilde said that can resist anything except temptation. Generally people are quite different from each other in the ability to self-control, and it explains the individual approach to impulsive shopping. Some seek admiration and pleasure serving, others can be kept from buying long to starve by unusual sensations.

It should also be noted that the level of narcissism is growing for the past 10 years, and narcissistic people They spend much more time on the accumulation of wealth around them, as well as on its own appearance. The number of impulse buys increased more because the mobile entertainment industry is growing, cultivating in us an attachment to the Internet. Therefore, the web purchases are becoming commonplace. Whether we are talking about a new pair of shoes or a bonus in the game.

As with other addictions, impulsive shopping is to create a problem for you to be considered harmful. In other words, if you cancel the purchase and sudden return the money - and there is no trouble. But if you see around a warehouse of things that are meaningful throughout life, should start to worry.

On the other hand, we all exist in the culture of consumption. "I buy, therefore I am" - a kind of motto for many. And, perhaps, the concept of nationality and religion will soon replace the brands that you choose.