LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
Why some people are more susceptible than other to purchase
in an irrational way?
In this period of the years, when everything is tired and Christmas
is coming soon, the extra purchase it comes frequently and almost problematic
for some people. Some feels relate to this practice are regrets, debt and
spiritual emptiness.
One of the topics that, in this period of the year,
marketers and businesses had in common with psychology is how to increase the
irrational purchase. Everything is thinking to people buy things that doesn’t need
but still want. The impulse buying is relate with the symbolic value, the
psychological meaning that had for people more than the instrumental value. That’s
why psychology has a lot of say about that topic, because “a person
buying ordinary products in a supermarket is in touch with his deepest
emotions.”
Consumer psychologists discovered that if some product
represent in some why something important to you, like how you thing you are,
is probably that you will do an impulsive purchase. Brands are fundamental in
this case, because helps people to consolidate their self-concept, and that at
the same time helps to communicate that thing to other people.
The new said that when the society is more individualistic
people are more impulsive to spend their money. That process it usually increases
in a stress periods or after problems that makes you feel that you don’t have
control of situations.
If we were all rational consumers our system will be in
problems. Rational or not, the way that people spent their money is a source of
our identity in this world.
LLLLLLL
