Impulse shoppers exhibit distinct characteristics

Researchers at University of New Hampshire have found shoppers who exhibit high levels of flexibility or low levels of self-restraint are most likely to make an impulse buy. They theorize that salespeople can be trained to spot these characteristics and adjust sales tactics accordingly.

“The researchers found that these impulse and non-impulse behaviors in shoppers can be identified in less than a minute, which could instantly indicate to a salesperson who is most likely to listen to their sales advice and who is not,” said adjunct professor Chuck Martin, who oversaw the study conducted by his students.

Highly flexible customers browse extensively and tend to walk around the store. They are not loyal to any one brand and are open to suggestions. These customers can be easily persuaded to purchase the less-costly version of an item or trade up to the next level.

Consumers with low self-restraint walk through aisles grabbing different items. They appear distracted or scattered, picking up items without a pattern. Sales are very attractive to these consumers, whether or not they planned to purchase the item. They represent the true impulse buyer, according to researchers.

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For more: Chuck Martin, University of New Hampshire, (603) 750-3020; cln6@unh.edu.

June 2008