Buying the product — common mistakes

In an exam, clearly differentiate between impulse buying and compulsive buying. Impulse buying is a common, situation-driven behaviour, whereas compulsive buying is a clinical disorder involving an uncontrollable, distressing urge to shop, which is considered a behavioural addiction.

Not necessarily. A distinction can be made. For example, a shopper might remember they need batteries while in the store; this is an unplanned but needed purchase. True impulse buying is defined by a sudden, powerful, and persistent urge to buy something immediately, often driven by emotion and with little regard for the consequences. It is the hedonic or emotional component that is the key differentiator.

No, their effectiveness is not guaranteed. A shopper who is highly focused on a specific list, under time pressure, or has strong self-regulatory control may be less susceptible. Furthermore, if a customer perceives the marketing as overly manipulative, it can backfire and create a negative impression of the brand. The effectiveness is contingent on the individual's psychological state, their goals, and the specific context.

While studies show a strong correlation between credit card use and higher spending due to the reduced 'pain of paying', it is not an automatic outcome. Individual differences in financial literacy, self-control, and personal budgeting habits play a crucial role. Someone with high self-awareness and strict financial discipline can use a credit card without overspending. The card is a facilitating factor, not a deterministic one; it lowers the psychological barrier to spending, making self-control more critical.