Reflective and Impulsive Determinants of Consumer Behavior

Abstract

This article describes a dual‐system model of consumer behavior. This model is based on the assumption that all human behaviors are a joint function of reflective and impulsive mechanisms. Those mechanisms have different principles of operation but contribute to the act of buying. However, the relative contribution of impulsive and reflective processes depends on personal and contextual circumstances. The operation and interaction of the 2 systems at different stages of information processing is described and applied to the dynamics of consumer behavior, with a special emphasis on impulse buying.

Under Pressure: An Integrative Perspective of Time Pressure Impact on Consumer Decision-Making

“…Such assumption is corroborated by evidence suggesting that purchasing more durable or expensive products or making purchases for which consumers expect to be held accountable by others, lead to more careful information processing (Ben-Zur & Breznitz, 1981), smaller impact of peripheral cues (Petty, Cacioppo, & Schumann, 1983) and more reflective decisions (Strack & Deutsch, 2006).…”

Impulsive consumption and reflexive thought: Nudging ethical consumer behavior

“…The latter, in contrast to impulsivity, does not need to be spontaneous, can involve reflection, and is not necessarily induced by urges. Recent technological innovations such as the cash machine, home-shopping television programs, and the Internet facilitate quick and effortless consumption, so that today the opportunities to buy impulsively occur more often than ever before (Strack et al, 2006;Vohs and Faber, 2007). Additionally, dramatic increases in individual disposable incomes and credit facilities have supported the rise of impulsive consumption (Dittmar and Drury, 2000).…”

“…System 2 is slow, rule-based, controlled, and comprises the abilities of willpower and cognition. Other notations for the two systems include, respectively, desire and willpower (Hoch and Loewenstein, 1991), the hot system and the cold system (Metcalfe and Mischel, 1999), and impulsive and reflective mechanisms (Strack et al, 2006). Whereas System 1 is assumed to exist in both animals and humans, System 2 is unique to humans (at least in its disproportionately large size).…”

“…Moreover, the activation of drive states such as hunger and thirst, i.e. homeostatic dysregulations (Strack et al, 2006), as well as some negative emotions such as exhaustion, pain, and fear for physical safety belong to the visceral influences. Visceral influences put the individuals in hot states and thus produce short-sighted impulsive behavior.…”

Influence of involvement and motivation to correction on product evaluation: Asymmetry for strong and weak brands

“…Empirical studies have revealed that a high level of involvement facilitates systematic processing of an ad or information about the product: highly involved participants read questions and texts with more elaboration (Chaiken & Maheswaran, 1994;Maheswaran et al, 1992;Posavac, Sanbonmatsu, Kardes & Fitzsimons, 2004) and they tend to base their judgments on facts, therefore, cues such as temporary emotional state, brand personality, or previous judgments are depreciated (Bosmans & Baumgartner, 2005;Higgins, 1996;Maheswaran et al, 1992;Strack, Werth & Deutsch, 2006). Conversely, a low level of involvement favors heuristic processing that biases judgment towards the influence of irrelevant stimuli, and less involved participants put less effort into answering while relying on unproven and unjustified premises (Aaker & Keller, 1990;Bosmans & Baumgartner, 2005;Kardes, 2006;Keller & Bless, 2005;Maheswaran & Chaiken, 1991;Strack et al, 2006;Thomson et al, 2005).…”