Impulse Purchases and Self-Perception

How the Discrepancy Between Real and Ideal Self Influences Consumer Behavior

Impulse buying, a common phenomenon in consumer behavior, is characterized by spontaneous, unplanned purchases driven by immediate desires rather than rational decision-making. Various psychological factors contribute to impulse buying, one of which is the discrepancy between an individual's real self and ideal self. This article explores how this discrepancy influences impulse buying behavior, drawing on relevant theories and empirical evidence.

The Real Self vs. The Ideal Self

The concept of self is central to understanding consumer behavior. Psychologists often distinguish between the "real self" and the "ideal self":

- Real Self: This represents an individual's perception of their actual attributes, characteristics, and behavior.

- Ideal Self: This represents the attributes, characteristics, and behavior an individual aspires to possess.

The discrepancy between these two selves creates a motivational drive to reduce the gap, often leading individuals to engage in behaviors that they believe will bring them closer to their ideal self.

Psychological Mechanisms Linking Self-Discrepancy to Impulse Buying are:

1. Emotional Distress and Compensatory Consumption: when individuals perceive a significant gap between their real and ideal selves, they may experience emotional distress, such as feelings of inadequacy, low self-esteem, or anxiety. Impulse buying can serve as a coping mechanism to alleviate these negative emotions. By purchasing products that symbolize their ideal self, individuals can temporarily boost their self-esteem and reduce psychological discomfort.

2. Self-Improvement and Symbolic Consumption: consumers often buy products that they associate with their ideal self. For example, someone who aspires to be seen as fashionable may impulsively purchase trendy clothing. This behavior is driven by the belief that owning and using such products will help them embody the traits of their ideal self. Thus, impulse buying can be seen as an attempt at self-improvement through symbolic consumption.

3. Marketing Strategies and Consumer Vulnerability: marketers exploit the self-discrepancy by promoting products in ways that appeal to consumers' ideal self-images. Advertisements often depict aspirational lifestyles and suggest that purchasing certain products can help consumers achieve their desired identity. This marketing strategy can make individuals more susceptible to impulse buying, especially when they are feeling particularly distant from their ideal self.

Empirical Evidence

Research supports the link between self-discrepancy and impulse buying. A study by Dittmar, Beattie, and Friese (1996) found that individuals with higher levels of self-discrepancy are more prone to impulse buying, particularly for products that are symbolically linked to their ideal self. This study highlights the role of psychological factors in driving consumer behavior and the importance of addressing these underlying issues to mitigate impulsive purchasing tendencies.

Implications for Consumers and Marketers

For Consumers:

Understanding the influence of self-discrepancy on impulse buying can help individuals become more aware of their purchasing motivations. By recognizing the emotional triggers that lead to impulsive purchases, consumers can develop strategies to manage their spending habits more effectively, such as mindfulness practices or setting financial goals aligned with their real self.

For Marketers:

While leveraging self-discrepancy can be an effective marketing strategy, it also raises ethical considerations. Marketers should aim to promote products in ways that are not exploitative but instead foster genuine self-improvement and well-being for consumers. Ethical marketing practices can build long-term customer loyalty and trust.

Conclusion

The discrepancy between the real self and the ideal self is a significant psychological factor influencing impulse buying behavior. By addressing this discrepancy, consumers can better manage their impulses, and marketers can create more ethical and effective marketing strategies.

Understanding this dynamic is crucial for both improving consumer well-being and fostering responsible marketing practices.