3.17: Hawkins Stern Impulse Buying Model
The Hawkins Stern Impulse Buying Model focuses on unplanned or impulse purchases, outlining the process through four key stages. First, there is an external stimulus, such as a promotional display or an attractive product. This stimulus triggers an internal response, creating a heightened desire or impulse. The consumer then evaluates this impulse, considering the perceived benefits and drawbacks. Finally, the individual decides to act impulsively and make the unplanned purchase.
The model underscores the significance of situational and psychological factors in driving impulsive buying behavior, including external cues, emotional responses, and the consumer's assessment of the impulse.
Marketers can leverage this model by strategically placing products, employing persuasive displays, and creating a shopping environment that encourages impulsive decision-making. Recognizing the role of stimuli and internal responses, the Hawkins Stern Impulse Buying Model provides valuable insights into the dynamics of spontaneous purchasing actions.
