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Hawkins Stern Impulse Buying Model – PowerPoint PPTX Template
PowerPoint (PPTX) 31 Slides FlevyPro Document
PSYCHOLOGY PPT TEMPLATE DESCRIPTION
Despite access to customer data and advanced analytics, the motivating factors behind impulse buying often bypass rational thought and are difficult to track using traditional models. These decisions are made quickly, triggered by emotional or environmental cues, and shaped by immediate context rather than long-term preferences.
The Hawkins Stern Impulse Buying Model offers a structured approach to interpret these behaviors. First introduced by economist and researcher Hawkins Stern, the model identifies 4 distinct types of impulse buying:
1. Pure Impulse – Fully unplanned; triggered by novelty, emotion, or sensory appeal. For example, buying a dessert at checkout without prior intent.
2. Reminder Impulse – Triggered by product visibility that revives a forgotten need. For example, seeing batteries and remembering that the TV or AC remote needs one.
3. Suggestion Impulse – Product framing or presentation creates a perceived use-case. For example, buying a blender after watching a smoothie demo.
4. Planned Impulse – Purchase is intended, but specific product is chosen on the spot. For example, planning to buy snacks, picking one on sale.
In this deck, we will evaluate the strategic value of impulse buying for organizations, where buying decisions are often made in the moment. We will review implementation strategies, relevant examples, and ethical considerations that come with influencing unplanned behavior.
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