Have you ever bought something out of the plan while in a store or a minimarket? If so, then that is what called as impulse purchases, or purchases made spontaneously. The unplanned purchase happened due to the emotional reactions that happen on the shopping site and made not because of memory, suggestion or habit.
The research was conducted by Gancar Candra Premananto, Management Lecturer of Airlangga University, Surabaya, Faculty of Economics. He said the impulse purchase known to have a 15.5% average of the total expenditure, spending about 16.5% of all money spent. Unplanned purchases are influenced by the one's impulsivity and the store environmental factors that are mediated by positive emotions. "Emotions before entering the store and the store’s environments convenience affect a person buys something out of plan," said Gancar in his doctoral open examination at the UGM Faculty of Economics and Business, Monday (27/02/2012).
Management of store’s environment becomes the factors that make someone want to shop as much as possible. In fact, the better the appearance of the store or mini market, the higher level of impulsivity of the buyer. While the unplanned purchase brings pleasure for its buyers, it also creates a feeling of regret in terms of financial aspect. "Because of good and convenient stores management, shoppers feel more comfortable to hang around in the store which in turn triggers impulse purchases," he said.
Gancar said from the standpoint of consumerism, excessive purchases or purchases that focus on the excessive lifestyle are currently in the spotlight. But the impulsivity nature as a major determinant of pleasure showed that it is difficult to prevent impulse purchases. This is in line with findings that shopping can increase endorphin hormone that makes people happy.