The logical sequence of the consumers' actions is replaced with an irrational moment of self gratification.
Impulse items appeal to the emotional side of consumers.
However, candy, gum, mints and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers - and / or their children - to buy what they might not have otherwise considered.
Alternatively, impulse buying can occur when a potential consumer spots something related to a product that stirs a particular passion in them, such as seeing a certain country's flag on the cover of a certain DVD. The Apple Macintosh 128K computer's graphical user interface was so innovative in 1984, and so compelling to consumers, that one dealer described it as "the first $2,500 impulse item".
New researcher, Sharma (2010) has re-conceptualise the notion of impulse buying and has identified that it occurs when individual do not plan, anticipate, hesitate when making purchasing decisions, that is, when consumers make unintentional, unthoughtful and prompt purchases (Franken et al.,2008).
The impulse buying behaviour is unintentional, since the consumers are not specifically searching for some products and made no plans to purchase the item.A study published in the June 2008 issue of the Journal of Consumer Research suggests that consumers are more susceptible to making impulsive purchases for one brand over another if they are distracted while shopping.In the study, Central Michigan University Psychology professor Bryan Gibson surveyed college students by measuring their preference for a variety of soft drinks, including Coke and Pepsi.Some items bought on impulse are not considered functional or necessary in the consumers' lives.Preventing impulse buying involves techniques such as setting budgets before shopping and taking time out before the Purchase is made.This is due in part to the longstanding absence of a compelling conceptualization of this distinctive type of purchasing behavior.This article reviews extant research on impulsive behavior and then introduces a new interpretation of impulse buying.Results of Gibson's study found that implicit attitudes, or those that people may not be conscious of and able to verbally express, predicted product choice only when participants were presented with a cognitive task, suggesting that implicit product attitudes may play a greater role in product choice when the consumer is distracted or making an impulse purchase.Researchers at the University of British Columbia and the Cheung Kong Graduate School of Business found that impulse spending is a behavior associated with disorganized environments.One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer.Research findings suggest that emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well crafted promotional message.