HAWKINS STERN IMPULSE BUYING THEORY
Hawkins Stern believed heavily in the idea of impulse behaviour. He?argued that sudden buying impulses fit alongside rational purchasing decisions to paint a complete picture of the average consumer. Impulse purchases are driven largely by external stimuli and have almost no relationship to traditional decision-making.
Stern established four categories of impulse buying. First are the pure impulse purchases, like a candy bar at the checkout line of a grocery store. Second, consumers make reminded impulse buys, like placing a display of hot dog buns next to a meat cooler. Third are suggested impulse purchases, such as a warranty for an electronic device. Finally, consumers make planned impulse decisions, where they know they want to buy a product, but are unsure about the specifics.
D. John Carlson - +61 (0) 402 273 350
Your explanation is quite understandable, it is useful for me. Thanks Carlson.
Senior Lecturer
2 年Dear Sir, i like to know more about Hawking Stren Theory. Is there any theoretical framework that explain the relationship between the decision making and point of purchase features? Thank you sir