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Hawkins Stern Impulse Buying Model
The Hawkins-Stern Impulse Buying Model states that spontaneous desires drive impulse buying rather than deliberate intentions.
The process unfolds when external stimuli, like in-store displays, promotions, or recommendations, trigger internal responses, including emotions or a strong desire for the product.
The perceived urgency drives impulse buying, leading to immediate, reflexive purchases.
There are four types of buying behaviors.
An escape purchase, or pure impulse, refers to buying items not on the shopping list, driven solely by their visual appeal.
A reminder purchase happens due to in-store displays, promotions, or product reminders.
A suggested purchase is triggered by salespeople's recommendations or online algorithms that suggest items.
And, a planned purchase involves buying a desired product primarily due to attractive deals, such as discounts.
Marketers optimize store layouts with strategic product placement, eye-catching displays, and limited-time promotions to encourage impulse buying.
But, the model's applicability is limited to specific product types. It oversimplifies impulsivity, neglecting post-purchase satisfaction crucial for repeat sales.
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.