9990 · 2.4.3
Buying the product flashcards
Revision flashcards for Cambridge 9990 Buying the product (syllabus 2.4.3). Flip, recall, then mark a real past-paper question.
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Impulse purchase characteristics?
Unplanned, sudden, emotional, immediate — often low-cost items at checkout (POS).
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Point-of-sale (POS) display?
Products placed at checkout queue — captures waiting time and last-chance impulse ( sweets, magazines).
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Pain of paying?
Psychological discomfort when parting with money — stronger with cash than cards (Prelec & Loewenstein).
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Cashless effect on spending?
Contactless/card payment reduces pain of paying → higher spending and less budget awareness.
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Post-purchase cognitive dissonance?
After expensive purchase, anxiety about correct choice — seek reassurance via reviews or returns policy (2.3.1).
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Link to 2.3.1?
Impulse buys skip information search/evaluation stages — low-involvement, heuristic-driven (2.3.2).
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What is the 'pain of paying'?
A psychological concept describing the negative feeling experienced when spending money. It is more pronounced when using physical cash compared to cashless methods, as the loss of resources is more tangible and immediate.
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Define 'atmospherics' in a consumer psychology context.
The conscious designing of a retail space to create specific emotional effects in the buyer that enhance their purchase probability. It involves manipulating sensory inputs like lighting, colour, music, and scent. (Kotler, 1973).
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What is a Point of Purchase (POP) display?
In-store marketing material or product placement at the location where the customer makes their purchase decision. Examples include end-of-aisle displays and items at the checkout, designed to trigger impulse buys.
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How does store layout influence consumer behaviour?
Layouts (e.g., grid, racetrack) are designed to control customer flow, maximise exposure to products, and increase time spent in-store. Placing essential items at the back forces customers past other products, increasing opportunities for unplanned purchases.
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Differentiate between impulse buying and compulsive buying.
Impulse buying is a common, unplanned purchase triggered by situational cues. Compulsive buying is a chronic, repetitive psychological disorder involving an uncontrollable urge to shop, often leading to negative personal and financial consequences.