This area of the brain is a vault for automatic skills, information processing, dreams, and intuition.
According to Psychology Today, the spontaneous urge to spend our hard-earned money is ingrained in our DNA.
In the real world, this could take the form of a bulk buy at Costco or a “free” gift with a purchase from the makeup counter at your local department store. Thousands of years ago, survival depended upon hoarding daily essentials.
While this threat is not as significant today, that biological drive is still present in our unconscious mind.
Merchants have strategically placed inexpensive goodies around checkout lanes since the 1950s.
Truth be told, those well-placed point-of-purchase displays are usually where I’m reminded I need a new pair of socks (thanks, H&M! As ecommerce continues to drive consumers online, some brick-and-mortar retailers are concerned that profits from this kind of impulse shopping will fade into oblivion. A recent Credit poll shows that five out of six American shoppers admit to making impulse purchases, 79% of which took place in physical storefronts.
An unintended consequence of technology is our growing need for instant gratification.
To extensively research every item we purchase seems unreasonable, and as a result, people naturally gravitate toward perceived value, which merchants can create with bulk promotions, discounts, or complimentary gifts.
Like nearly 60% of my fellow shoppers, I’ve succumbed to the occasional spontaneous purchase.It’s true we may have eaten our weight in cheese over the holidays, but buying a gym membership or that pricey exercise equipment conveys our intent to get back in shape (in our minds).We don’t bother to measure this purchase against our past behaviors (i.e.They include the smallest primates in the world, and once included some of the largest.Currently living lemur species are divided into five families and 15 genera.