promotion or an advertisement either through the external media such as social
media or TV commercial or at the in-store location by product displays or price
reductions.
The stimuli could also be related to the shopper’s psychology whereby the sudden
desire to purchase a product arises in order to satisfy the psychology needs of the
shopper such as making themselves happy or throwing anger and frustrations. When
a shopper is exposed to these stimuli the desire to purchase the product might be so
strong that they would not be able to control their feelings and emotions (Rook,
1987). Another analysis indicated that shoppers may land themselves in a situation of
psychological conflict which is often caused by shopper’s decision between saving
their money and purchasing a product on impulse (Thaler and Shefrin, 1981).
When a shopper is exposed by a stimuli such as an advertisement or in-store
promotions they often face a dilemma on whether to purchase the product or save
their money because the act of purchase is not preplanned and sometimes the shopper
might face a situation involving an opportunity cost of not purchasing other items
which they have planned due to limited resources. The level of impulse control is
crucial in shopper’s decision making when faced with the mentioned dilemma.
Several sociology analysis have indicated that the lack of impulse control occurs
more frequently in the lower class people (Hollingshead, 1949) however further
researchers ar gued that the theory is not definite (Strauss, 1962). The lower class
income people are said to be more likely to make an impulse purchase is due to the
lack of education and information access. People in the higher class income are
usually more educated and have access to more information which theref ore makes
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