Business: IMPULSE BUYING

New Assault on the Consumer

TO U.S. merchandisers, the key to bigger sales is a new pseudo science that analyzes the U.S. housewife's whims with equal parts of salesmanship, psychology, hypnotism and common sense. Its name: impulse buying. The idea is not new, but with the rise of self-service supermarkets, super drug and variety stores, there is a greater incentive than ever before to encourage shoppers to throw away their shopping lists and buy more than they ever intended.

Despite all talk about price as the great determinant, low cost is the major factor for barely 16% of all shoppers; studies also show...

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