The Psychology of impulse purchases: Who controls you?

The modern market offers a wide range of goods and services that meet the diverse needs and preferences of consumers. Each of us has faced a sudden desire to buy something. A bright showcase, a good deal, or stress can lead to an unplanned purchase. Probably, almost everyone has a favorite thing that they accidentally noticed in a store. Together with the psychologists of "Service-112", we will figure out what is behind this purchase.

Psychologists of SBI "Service-112" communicate with dozens of applicants every day. A difficult life situation related to financial problems and difficulties is not an uncommon reason to contact the emergency psychological support line. The state of financial instability is closely related to the emotional state, it generates a feeling of anxiety and uncertainty. What emotional mechanisms interfere with rational money management?

Psychological reasons for spontaneous purchases

Emotional state. Impulsive purchases are often associated with various experiences. The purchase serves as a means to relieve tension or cheer up. 

The impact of advertising and marketing. Advertising images, discounts, elegant storefronts — all this affects the subconscious and stimulates the desire to buy.

Dopamine and the reward system. There is a system in the brain responsible for the feeling of pleasure — the reward system. When we see or receive an attractive product, dopamine, a pleasure—inducing neurotransmitter, is released. An impulsive purchase is a quick way to get a dose of this "hormone of happiness." As a result, a person instantly associates an acquisition with positive emotions.
Personal characteristics. Some people are more prone to impulsivity because of their temperament or personality traits. 

Awareness and planning are the key to controlling purchases. Here are some recommendations:

Plan your purchases in advance and try to follow them strictly.

Before you buy something, give yourself some time — for example, take a walk with the selected product for 10-15 minutes to understand if you really need it or if it's just an emotional impulse. Do you really need it? 
Don't pay attention to the bright storefronts and promotions — they are usually designed to encourage spontaneous buying.

Analyze your emotional state. 

Develop self—control skills and financial literacy - this will help you make more informed decisions and not succumb to short-term desires.