Time on retailers’ side: Impulse purchases rise the longer shoppers are in store
Admit it: you’ve done it. We all have. You go to the grocery store with a short list of essentials you need to pick up, only to find impulse purchases like sea salt caramel gelato and Cool Ranch Doritos when you unpack your grocery bags at home.
It’s a phenomenon well-known to consumers and heavily researched by economists and social scientists. However, University of Notre Dame marketing researcher Timothy Gilbride and colleagues shed new light on this behavior in a new Journal of Marketing paper.
Gilbride, Jeffrey Inman of the University of Pittsburgh and Karen Melville Stilley of Market Rise Consulting found that shoppers are more likely to make unplanned versus planned purchase later in their shopping trip. University of Notre Dame – Read more…