Last Updated on March 14, 2026

“Oh no! I bought something I don’t need AGAIN! But [they] seemed so genuine!” Such impulse buying behaviour boils down to a lack of research, self-awareness and human skills.

If you are an impulse buyer and you want to stop the cycle, keep on reading this uniquely written article illuminating both business and consumer perspectives.

This article will not only shed light on some common sales techniques that almost always work for companies and brands but also encourage consumers to do more research and educate themselves. You may be a small business owner looking for the best suppliers or an individual consumer hoping to get a good deal from the providers. Regardless of what your purpose is in making a purchase, increasing your media literary and financial literacy is key to success and happiness.

the basic concepts of suppliers vs. providers

Whatever your position is, you are a consumer. Most modern businesses won’t function properly without their suppliers. Individual consumers won’t receive what they need without businesses (products/services providers).

Example 1: Business – Berelevant Network

Berelevant Network is not only a provider but also a consumer. Berelevant Network provides services, from a 24/7 booking system and website hosting to video-conferencing and data visualization. Each service has its own supplier, which makes Berelevant Network a consumer as well.

Note: Have you ever wondered what “powered by” means? It is a common phrase in the website development industry. “A website is powered by ____” usually means such service is hosted by a third-party service provider.

Example 2: Individual consumers – an employee of a team or a stay-at-home parent

an employee of a team

A staff member is an individual consumer because this person may purchase services or products on behalf of a company.

a stay-at-home parent

A stay-at-home parent is an individual consumer because this person is usually responsible for household items, necessities and much more.

That is to say, apart from infants and children – who do not have any allowance, every adult is an individual consumer. Similarly, almost every modern business is a supplier and consumer.

impulse buying behaviour occurs Subconsciously

“Oh no! I bought something I don’t need AGAIN! But [they] seemed so genuine!”

“They” refers to “advertisements”. An impulse buyer often regrets what they have purchased afterwards. Even if they understand their emotions drive such purchasing behaviour, they are still persuaded by search recommendations and adept marketers.

Search recommendations are built on frequently updated algorithms to improve user experience. Data mining, for instance, is one of the most effective methods for businesses to predict what their consumer may need in the future. This data includes consumer’s browsing behaviour, purchasing behaviour, search history and the list goes on.

Skilled marketers understand the fundamentals of impulse buying behaviour; therefore, they deliberately create short and memorable punch lines to reinforce such buying behaviour.

Over two decades ago, Harvard Business School professor, Gerald Zaltman, suggested that 95% of buying decision making process has occurred in a person’s subconscious mind.

That is to say, if a consumer frequently purchase a service/product out of emotions, such impulse buying behaviour may eventually affect their overall well-being.

your search results influence your Buying Behaviour

According to Landmark ruling: how Google broke the law | About That, published by CBC News on August 10, 2024, Google search’s global market share is 91%. Furthermore, the host pointed out that:

• One study showed that “user’s habit” played a key role in the majority of individual queries or searches
• Another 2021 study indicated that people’s resistance to change was the cause of such behaviour

In other words, if you use “Google products”, including but not limited to Google Play on an Android phone and Safari (Apple’s web browser), the odds of you getting recommended services or products before you even realize (you need them) are inconceivably high.

the “Google reads my mind” effect

Google successfully leverages consumer psychology and maximizes personalized advertising. To be more specific, the way Google operates its ad-revenue business is subtle, yet influential.

An English poet, Ted Hughes, said, “Nothing is free. Everything has to be paid for.”

Google is free, but it comes with a price.

Google’s 91% global market share elucidates the reason why almost every business nowadays feels compelled to partner with Google. Lucrative corporations, such as Microsoft, Apple and Samsung are no exceptions. Google is also a key supplier to Berelevant Network, a newly formed startup providing services to businesses and adult populations.

From a business’s perspective, Google plays an indispensable part in its business performance, from building brand visibility and ranking on search engine optimization (SEO) to setting up a business profile and signing up for data analytics tools.

On the other hand, from an individual consumer’s perspective, Google is a verb. Some patients reported they have seen doctors googling answers. “Just google it” doesn’t come from nowhere. Owing to Google’s relentless effort, consumers in today’s world expect to see immediate results (e.g., highly optimized webpages) and seek instant gratification (e.g., videos under 1 minute).

Consequently, consumers are more likely to trust Google than its competitors. Services and products recommended – or advertised – by Google or its affiliates and thus convert visitors to leads or leads to customers far more effectively.

common Persuasion techniques in sales and marketing

Besides search engine recommendations, impulse buying behaviour is in relation to sales and marketing strategies. Many purchases occur subconsciously, so brand identity, often built by the marketing team, plays a crucial part in this regard. Oftentimes, these “emotions” and “ideas” are sold when least expected.

Take purchasing a spatula for example. Your spatula is broken, so you need a spatula. You go on your search engine (which is almost always “Google search” or “Bing”) to see nearby stores, but you can’t help but notice other “recommended” items, such as cookware sets, utensils or even dish cloths. As a result, you may purchase a spatula and other kitchen items. In a worst-case scenario, you may completely forget about the purpose of your search, and purchase a set of cookware at the end because it is “on-sale”.

1. Limited-Time offers or limited inventory

Limited-time offers and limited inventory create a sense of urgency. It encourages consumers to purchase an item or service immediately; otherwise, they might lose the opportunity to own this amazing item or wonderful service.

Airlines or shows/concerts often use this technique to encourage sales, like “5 tickets left”. Luxury fashion brands also utilize such techniques, such as “limited stock” or “limited inventory” to showcase the rarity of their products. That is, if you, as an individual buyer, own something limited, you feel special and exclusive.

2. Final Sales

Final sales are a common persuasion technique when it is projected a service or product will have retired or will have been completely out of stock.

This technique usually speaks for itself because individual buyers believe they are getting the best deal ever. In reality, businesses do not lose any money by offering discounts. When a product or service has reached its End-of-Life (EOL), it means this product or service has reached its break-even point. Whatever the price tag is at that point, the business will earn a smaller profit margin.

3. Catchy Phrases

Using catchy slogans with common words is suggested by researchers from Bayes Business School to reach a greater audience for established brands, whilst finding rare and concrete words is recommended to gain recognition for newer brands.

“You’re richer than you think” is a slogan from one of the big five banks in Canada, Scotiabank. “Create your life-changing moments” is a tagline from a new human skills coaching, training and consulting brand based in Canada, Berelevant Network.

4. Do/get/try ___ to ___

There are many marketing punch lines created to make quick sales. Like “Get your ticket now to unlock the early bird deal”, “Try our new quick recipes to improve your health” and “Do this 15 minutes a day for 45 days to lose your body fat”.

Although these techniques work well when consumers unconsciously make emotional-based purchases, if the product or service cannot live up to what was promised, the business could face serious consequences.

3 Realistic practices to Tame Impulse Buying Behaviour

If you want to successfully tame your impulse buying behaviour, identifying your needs and wants, improving your media literacy and understanding your financial health are steps to success.

1. identify your needs and wants

The aforementioned persuasion techniques in sales and marketing usually work when consumers do not pay attention to what they have agreed on:

• “Get your ticket now to unlock the early bird deal”: Did you review their refund policy before purchasing? In most cases, these tickets are non-refundable.
• “Try our new quick recipes to improve your health”: What is the purpose of paying for a cookbook? Is it for one meal, a gift or daily inspiration?
• “Do this 15 minutes a day for 45 days to lose your body fat”: Have you done extensive research on the methods they use? Is it applicable to your physical and mental conditions?

If you feel compelled to purchase an item or service, ask yourself why you want it and the immediacy.

2. improve your media literacy

Media literary is one of the most essential abilities in the ever-changing landscape. Here are a few questions you can ask yourself before purchasing an item or service online:

• Where do you see the ads?
• Why do you see the ads?
• Are you aware that you can change the default browser to DuckDuckGo, which blocks your search history and cookies?
• Have you reviewed the privacy policy of each service you use?
• Do you understand how your data is handled by each service provider?
• Have you done any research on the brand, individual or product/service?

3. understand your financial health

What are your spending habits? Do you live paycheck to paycheck?

Your financial literacy can be improved by learning your spending habits and doing simple math.

For example, if your net income is $2500, you pay $100 in car loan, $100 gas, $150 in car insurance, roughly $500 for food and beverages, $1300 for rent, how much do you have left? $350.

Your priority may be looking for a cheaper rent if possible. Many experts suggest that rent should be roughly a third (the 30% rule) of a person’s income. In this case, 48% of your income goes to your rent. If it is not possible to find more affordable housing, you can still put $175 aside (half of your remaining). Then, you can set up an account(s) – or deposit a fixed amount of money in your existing savings account(s) – for various purposes: emergency fund, medical needs, retirement or long-term investments.

The rest of the money can go towards entertainment, free self-improvement resources or any relevant and economical support group. These are some of the most effective ways to maintain your mental health.

wave goodbye to your Impulse Buying Behaviour

Now you understand the general premise of how punch lines work and why search engines play key roles in your impulse purchase behaviour. Learning how to be a smart buyer rather than an impulse buyer is a game-changing shift.

Because waving goodbye to such buying behaviour will benefit you (and your loved ones) in the long run. You may find it difficult to start if you have never read a legal document before. However, practice makes perfect. You will be accustomed to reading these terms – they are quite similar after all if written professionally. Through reading a company or a service provider (operated a business as an individual) legal terms, you will learn:

• Services/products delivery method(s)
• Your rights
• How personal data is handled
• The business model

Furthermore, these terms help you determine whether working with/receiving a product from them is exactly what you need. Here are the reasons:

• Services/products delivery method(s): If you prefer in-person services, you need to make sure that option is available to you. Or if you want a physical product, you need to confirm whether it is available in your region.
• Your rights: If you have any concerns about a service/product, who can you speak with? Do they offer after-sales support?
• How personal data is handled: If an e-commerce service/product provider has their own website, you should almost always find their Privacy Policy easily. It usually is placed at the bottom of each page (called a footer). See the video below.
• The business model: By reading through their legal terms, you should have a clear idea of what their business model is – from their registration process and delivery model(s) to customer support.

from an impulse buyer to a smart buyer

Read, read, read.

Read legal terms and product/service description(s) carefully. Only agree to the terms if you have read and understand them. If you have any questions, just email the establishment. This is a good way to learn whether they truly regard you as a valuable customer.

In 2021, California Management Review surveyed 250 individuals at 180 business-to-business companies and discovered that only approximately 9% of companies chose to adopt a true customer-centric approach. That is to say, marketers may say one thing, but the business may do another. The answer should be found in their legal terms.

Nevertheless, if companies’ punch lines or promises seem far-stretched, you can always raise your concerns and challenge their terms. After all, you should always feel free to terminate a contract or a relationship. This is why if monopolies are allowed to exist, people’s voices and needs would be comprised. Society may thus move gradually away from democracy.

Takeaway

Consumer impulse buying behaviour boils down to a lack of research, self-awareness and human skills. Learning how to be a smart (individual) buyer will help push for social change. Therefore, your participation, as an individual or a team, in free or cost-effective human skills coaching and training will change your lives both personally and professionally.

references

Mahoney, M. (2003, January 13). The Subconscious Mind of the Consumer (And How To Reach It). Harvard Business School. https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it

CBC News. (2024, August 10). Landmark ruling: how Google broke the law | About That [Video]. YouTube. https://www.youtube.com/watch?v=lQb0g_fkiqo

Goodreads. (n.d.). https://www.goodreads.com/quotes/367155-nothing-is-free-everything-has-to-be-paid-for-for

City Press Office. (2023, June 27). New study reveals best words for brand slogans. City, University of London. https://www.city.ac.uk/news-and-events/news/2023/06/new-study-reveals-best-words-for-brand-slogans

Hughes, J., Chapnick D., Block, I., & Ray, S. (2021, September 27). What is Customer-Centricity, and Why Does It Matter? California Management Review. https://cmr.berkeley.edu/2021/09/what-is-customer-centricity-and-why-does-it-matter/