Hello, in this week’s article we will examine the relationship between an impulsive brain and buying behaviors. Impulsivity refers to uncontrolled and unplanned behavior that an individual does suddenly and without thinking, often without control. Such behaviors are driven by strong internal impulses and cause the person to act without considering the long-term consequences or effects.
In the brain, impulsive behaviors take place in the areas of the prefrontal cortex and limbic system. The prefrontal cortex is the brain region involved in impulse control and planning. Dysfunctions in this area can lead to impulsive behavior. The limbic system is the brain region involved in emotional responses and the reward system. If this system is overactive, it can trigger impulsive behaviors. The primitive brain has a significant impact on buying behavior.
Basic instincts such as survival and reproduction trigger buying behaviors. The primitive brain works on survival instincts and these instincts are activated to secure basic needs such as food, water, shelter. Therefore, purchases that meet basic needs, such as grocery shopping, are often influenced by the primitive brain. It also governs instincts related to reproduction and the continuation of the species. Therefore, products that fulfill the need to look attractive or find a partner (fashion, cosmetics, perfume) are often purchased under the influence of this brain.
Basic emotions such as fear and anxiety are associated with the impulsive brain and behavior. The primitive brain can be particularly influential when consumers purchase security products (insurance, security systems) and health products (vitamins, health insurance).
Group behavior also influences consumer impulsive buying behavior. The concept of influencers in social media today is a good example of this. It governs the need for belonging and social acceptance. Therefore, purchases made to adapt to the environment or to feel belonging to a group (popular brands, trending products on social media) may be influenced by the primitive brain.
Today’s lifestyles push us to be more impulsive. Individuals suddenly consume sweets or junk food even though they are not hungry, or suddenly buy a product before they need it. This may initially seem beneficial for brands, but in the long run, as self-control and self-esteem decline, the individual questions their actions and ultimately becomes a criminal. The self often finds it difficult to take responsibility. For this reason, the individual resorts to blaming brands and cutting the connection with the brand. In the light of all this information, brands mastering the working principle of the brain or getting support from experts in this field can ensure a more secure bond between the consumer and the brand.
Reference: Psychologist Merve Altındağ
Yigit, A. G., & Govdere, B. (2021). Kompulsif satın alma davranışına genel bir bakış. Business and Economics Research Journal, 12(3), 717-730.
