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Consumer behaviour
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=== Impulse buying === According to 1962 research from Hawkins Stern, [[impulse purchase]]s fall into four categories: including pure impulse buying, reminded impulse buying, suggestion impulse buying, and planned impulse buying.<ref>{{Cite journal|last1=Stern|first1=Hawkins|date=1962-01-01|title=The Significance of Impulse Buying Today|journal=Journal of Marketing|volume=26|issue=2|pages=59–62|doi=10.2307/1248439|jstor=1248439}}</ref> While pure impulse buying involves a customer experiencing strong desire for a product they didn't initially plan to buy, reminded impulse buying occurs when a buyer remembers a need for a product by seeing it in a store.<ref name=":6" /><ref>{{Cite book |last1=Weber |first1=Elke U. |url=https://books.google.com/books?id=rkzHhGqNm2AC |title=Conflict and Tradeoffs in Decision Making |last2=Baron |first2=Jonathan |date=2001-01-01 |publisher=Cambridge University Press |isbn=9780521772389 |language=en}}</ref> Suggestion impulse buying occurs when a consumer sees a product that they have no prior knowledge about, envisions a use for it, and decides that they need it, and planned impulse buying happens when a consumer's purchasing plan changes while shopping. [[File:Cake displayed in shop in Istanbul city.JPG|thumb|left|Large family-sized cakes are more likely to be a planned purchase, while the individual portions are much more likely to be an unplanned purchase.]] 2013 research carried out by Nielsen International suggests that about 72 percent of FMCG purchases are planned, but that 28 percent of supermarket purchases are unplanned or impulse purchases. The top unplanned purchases in the food category are candy (lollies), chocolate, cookies (biscuits), frozen desserts, and snacks and the top unplanned purchases in the non-food category are cosmetics, air-fresheners, toothbrushes, hand-soaps, and hand/body lotions.<ref>Nielsen Research, "[https://web.archive.org/web/20200807094113/https://www.nielsen.com/us/en/insights/article/2013/connecting-what-consumers-demand-with-what-shoppers-buy/ Connecting What Consumers Demand with What Shoppers Buy]", 2013</ref> This explains why supermarkets place these types of products at the front of the store or near the checkout where the consumer spends more time and is more likely to notice them and therefore more likely to pop them into the shopping basket. Retailers use insights from this type of research to design stores in ways that maximise opportunities for impulse-buying. A study suggests that subtle tactile cues—such as mobile phone vibrations—may reinforce impulse buying behavior in digital shopping environments. These haptic signals function as secondary reinforcers, potentially increasing the likelihood of spontaneous purchases and contributing to the formation of purchasing habits over time.<ref>{{Cite journal |last1=Hampton |first1=W. H. |title=Haptic Feedback as a Reinforcement Cue in Mobile Shopping |journal=Journal of Consumer Research |year=2025 |doi=10.1093/jcr/ucaf025 |url=https://doi.org/10.1093/jcr/ucaf025 |url-access=subscription }}</ref>
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