Distinguish the concepts of unplanned, impulse, and compulsive consumer behavior

Impulsive Shopping and Consumption

What characterizes an impulsive consumption act? As the definition implies, impulsive consumption involves consumption acts that are characterized by the following three components:

1. They are spontaneous and involve at least short-term feelings of liberation.

2. They are associated with a diminished regard for any costs or consequences.

3. They are motivated by a need for immediate self-fulfillment and are thus usually highly involving emotionally and associated with hedonic shopping value.

The more any activity contains relatively high amounts of these characteristics, the more likely that act is impulsive. For example, a consumer might have a bad morning at work and decide to cancel a business lunch to take a shopping break for self-gifts or "happies" via the Internet. The behavior can be broken down as follows to demonstrate the impulsiveness involved:

1. The act involves willingly deviating from previous plans and thus shows spontaneity and feelings of liberation from the negative events of the day.

2. The act shows diminished regard for the consequences of missing the business lunch or for any expense incurred.

3. The act fulfills the need to maintain a positive outlook on the self and thus provides hedonic value.

Impulsive versus Unplanned Consumer Behavior

Use Exhibit 11.4 to discuss the relationship between impulsive and unplanned consumer activity. Unplanned consumer acts, such as shopping, are characterized by the following factors:

• Situational memory - Situational memory characterizes unplanned acts because something in the store (e.g., a display) triggers the need for the item, such as a pack of gum.

• Utilitarian orientation - A utilitarian orientation fulfills the need to replenish the supply of a product.

• Spontaneity - Spontaneity means "without forethought."

Distinguishing Impulsive and Unplanned Consumer Behaviorr

The line between impulse and unplanned is not always clear. Some unplanned acts are impulsive, and many impulsive acts are unplanned. For years, Las Vegas tourism has used a tagline that states: "What Happens in Vegas, Stays in Vegas." The tagline emphasizes the impulsive nature of consumer behavior in Las Vegas. Certainly, the campaign highlights the heightened hedonic value that can be obtained and encourages consumers not to worry about the consequences.