Impulse purchase (also spontaneous purchase) is a form of buying decisions characterized by low cognitive and high emotional involvement.
In this case, consumers react intensively and quickly to emotional stimuli. Such purchase decisions are often not cognitively questioned and therefore not supported by logical or rational arguments.
Impulse purchases often result from instantaneous and spontaneous impulses. The impulse to buy a product can be promoted by appropriate product or packaging design and shopping atmosphere (e.g. lighting, music, temperature).
Accordingly, impulse purchases are found almost exclusively in consumer markets (B2C) and represent the opposite of rational purchasing decisions. An impulsive purchase decision is, for example, the purchase of sweets displayed at the checkout of a supermarket.