3.17 : 호킨스 스턴 충동 구매 모델

The Hawkins-Stern Impulse Buying Model states that spontaneous desires drive impulse buying rather than deliberate intentions.

The process unfolds when external stimuli, like in-store displays, promotions, or recommendations, trigger internal responses, including emotions or a strong desire for the product.

The perceived urgency drives impulse buying, leading to immediate, reflexive purchases.

There are four types of buying behaviors.

An escape purchase, or pure impulse, refers to buying items not on the shopping list, driven solely by their visual appeal.

A reminder purchase happens due to in-store displays, promotions, or product reminders.

A suggested purchase is triggered by salespeople's recommendations or online algorithms that suggest items.

And, a planned purchase involves buying a desired product primarily due to attractive deals, such as discounts.

Marketers optimize store layouts with strategic product placement, eye-catching displays, and limited-time promotions to encourage impulse buying.

But, the model's applicability is limited to specific product types. It oversimplifies impulsivity, neglecting post-purchase satisfaction crucial for repeat sales.