'Impulse buys' are actually planned by our subconsciou Read more: http://www.dailymail.co.uk/sciencetech/article-1274420/Impulse-buys-actually-planne

By Fiona Macrae
Last updated at 9:03 PM on 7th May 2010

Read more: http://www.dailymail.co.uk/sciencetech/article-1274420/Impulse-buys-actually-planned-subconscious.html#ixzz0nIg6Mxst

When you pop into the supermarket for a pint of milk and emerge with a bag full of treats, it is easy to blame it on impulse.

In fact, you may have planned to spend the extra cash all along.

A study has revealed that when we write our shopping list, we factor in extra cash for items we've forgotten.

Buying them simply takes our grocery bill up to the expected amount.

In other words, impulse buying isn't so impulsive after all.

The U.S. researchers questioned shoppers at several grocery stores in Texas.

They were asked about the items they planned to purchase, how much they expected to spend on these items and how much they expected their total bill to come to.

After shopping, the volunteers provided their receipts and answered questions about themselves and the experience.

More than three-quarters had set aside cash for items that weren't on their list - a phenomenon the researchers call 'in-store slack'.

Reasons given for deviating from their shopping list included 'forgotten needs' and 'unplanned wants' - things they hadn't realised they'd need.

Others had actually factored in cash for impulse buys, the Journal of Consumer Research reports.

Overall, the actual difference between spending and planned spending was less than 30p.

But not everyone was so restrained, with some who trawled all the aisles giving in to temptation.

Researcher Kirk Wakefield, of Baylor University in Texas, said: 'For the majority of consumers, having in-store slack appears to be a rational way to use the store to cue needs and preserve self-control.

'In contrast, in-store slack leads to overspending for highly impulsive individuals who shop in most aisles.

'Highly impulsive individuals may want to consider planning as many purchases in advance as possible.'

In other words, those who lack willpower should write very detailed shopping lists. Dieters should also make lists with care.

The researchers said: 'Having in-store slack may also create a self-fulfilling prophecy where consumers buy unplanned items they don't really need.

'Even if people subconsciously intend to use their slack for "forgotten needs", many consumers are subject to temporary visceral urges such as hunger that may result in behaviours that are inconsistent with self-interests.

'As a result, they may ultimately spend in-store slack on unwanted or unhealthy items.

'If in-store slack leads to the purchase of more unhealthy items, this would suggest that individuals trying to restrict their eating should make the effort to fully plan every item they intend to purchase before going to the grocery store.'

Supermarkets, meanwhile, should try to tempt customers into as many aisles as possible, in an effort to get them to blow their mental budget.

In other studies on shopping, scientists have argued that there is little advantage in giving customers lots of choice.

In one experiment, customers bought more jam when faced with six varieties rather than 40.

But businessmen argue that with choice comes competition - and better quality for the customer.

Read more: http://www.dailymail.co.uk/sciencetech/article-1274420/Impulse-buys-actually-planned-subconscious.html#ixzz0nIg1e4LC