FGF - the subconscious purchase
decision
While 'impulse purchase' is a
widely used term, we fundamentally disagree that most buying decisions
are indeed driven by impulse. Instead, they are dictated by subconscious
but utterly predictable factors, factors that do not enter front of mind
so seem to be irrational impulses. In fact, the behaviour is dictated by
basic human needs of heat, water and light, plus the production of two
hormones in our brain, serotonin and melatonin. Changes in weather conditions
stimulate the production of serotonin and melatonin. In their turn, these
two hormones influence our moods and therefore effect our decision-making
process. Nature's insistence on maintaining a balance is also a factor,
so when melatonin levels are high, serotonin levels are low, and vice versa.
This impacts not only on when we buy, but also on what we choose to purchase. High melatonin levels stimulate us to crave foods high in serotonin, such as dairy products, eggs, sugar and chocolate, red meat, beans and fish, products high in carbohydrates. Conversely, when serotonin levels are high, we desire foods low in carbohydrates like pineapple, nuts, spinach, peppers, bananas and oats.
