Candy sales have been soaring ever since marketers started putting their wares by checkout counters. Such “impulse buying” increases the longer customers have to wait in line to get to the cash register. Now, though, self-service checkout, online retailing, and other technological developments mean that consumers are spending less time in checkout lines, which manifests itself in less impulse buying and a problem for the snack industry.
Hershey’s, though, is planning new ways to sell its candy. And it is using certain truths of human nature that they call the “Eight Human Truths of Impulse.”
From Hershey’s plan to hook Americans onto impulse-buying chocolate again – The Washington Post:
Hershey has sponsored research into what makes the world’s shoppers reach for chocolaty gratification, and Jimenez says they created what they call the “Eight Human Truths of Impulse” to explain why people succumb to little checkout-aisle urges. The goodies can delight, indulge, recharge or “rescue”; they can spoil (“I worked hard today”) or charm (“That’s a great idea”); they can lead shoppers to aspire (as with food or fitness magazines); or they can simply convince buyers they’ve scored on a good deal.
Read the whole article.
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