Volume : 7, Issue : 7, July - 2018

Understanding Consumer Goal Setting Behavior and Impulsive Buying

Dr. Saju Eapen Thomas

Abstract :

<p>&nbsp;Customers buy products or services because they have problems for which they are seeking solutions. Hence any</p> <div>buying process should be construed as a logical decision making process which require goal setting and goal</div> <div>striving behaviors. Such goal setting behavior is initiated by unful􀃶lled needs, wants and desires. This article draws attention to some of the</div> <div>note-worthy research work on goal setting and goal pursuit behavior by consumers and also delves into the three tiered goal hierarchy</div> <div>model. In this model, goals and their attributes can be represented as frames consisting of ‘􀃸exible, loosely organized bodies of knowledge‘.</div> <div>The hierarchy starts with super ordinate goals which are linked to next levels of lower order goals. The goal setting and goal pursuit behavior</div> <div>mentioned in the early part of this article is related to conscious goods. Impulsive buying behavior is representative of unconscious goals in</div> <div>humans. Hence, impulsive buying depict the other end of the spectrum, wherein buying of goods is on the basis of spur of the moment</div> <div>decision making. This article also looks at the role of affect in triggering impulsive buying behavior.</div>