A new look at impulsivity from a shopper marketing perspective.

1. White Road
Impulsivity

2. “White-road and red-road journeys are
qualitatively different. You need the right
map. On the red road it is about the
destination. On the white road it is about
the road. On the white road you must travel
light. The white road is quiet. It is about
simplicity. It is often adventurous. You need
to dig deep. Sometimes there is no road.
You have to trust your gut.”
- Gary Erickson, Clif Bar

3. Impulse
I can’t tell you how many times I’ve spontaneously bought
another tube of lip gloss that I just “had to have.” Although I
have plenty of options in my purse, something tells me I need
just one more. Impulsive, you say? Well, I’m not the only one.
I talked to three other people who also tend to make impulsive
decisions. Let’s see how they justify their actions and what it
means for those of us in marketing.

4. The Keeter Ladies
Casino Patrons
Do you consider yourself an impulsive person?
“Not really. I’m usually very conscious when it
comes to buying things, but I have no self
control at the casino. I have to leave my
wallet in the car, or I’ll keep going to the
ATM!”
How do you justify your impulsivity at the
casino?
“It’s my guilty pleasure. I don’t go that often,
and I enjoy making the trip a special occasion
with my grandma. I think – oh, what’s another
$20…I won’t eat out next week.”
Do you ever feel regret after gambling?
“Only if I lose!”

5. Amy Callahan-Stillman
Infomercial Addict
Do you consider yourself an impulsive person?
“I guess you could say that. I’m pretty laid back
and will sometimes make a decision without
thinking too much about it.”
What drives your impulsivity with infomercials?
“The amazing results the products claim to
provide. I mean, I’m in sales and know it’s a
total pitch, but I get totally sucked in!”
Do you ever feel regret after making an
impulsive purchase?
“Sometimes when I realize I didn’t really need
the product, but it’s okay. That’s the fun part of
life. That’s what you do before you have kids,
right?”

6. Amy Mastin
•New Bride (engaged for just 2 weeks)
•Bought a new car during a routine
oil change
Do you consider yourself an impulsive person?
“It’s easy to be impulsive if you trust your instincts.
When you’re older, you have more life experience
and know what you want.”
What made you decide to get married in only 2
weeks?
“We dated in the past and recently got back
together. We knew we’d make a great family.”
Do you ever feel regret after an impulsive decision?
“I make decisions easily and don’t live with regret.
Once I make up my mind, I don’t look back.”

7. End of the Road
We are a society that demands instant gratification. Whether it’s one
more pull on the slot machine, the desired comfort of a new red
Snuggie or making the commitment to a life partner, when we want
something, we want it immediately. Although different people have
different levels of impulsivity, everyone has a trigger and can usually
find a way to justify their purchase or action. It’s just a matter of
defining what that trigger is for our target audience in order to reach
them at the right place and right time to satisfy their need. A little
spontaneity is good for the soul, right?

8. “On the white road, the moment – the
journey itself – matters most.”
- Gary Erickson, Clif Bar

9. White Road Warrior
Marta Kiser is an Account Planner at MARS, a
leading U.S. shopper marketing agency. She’s
proud to be a natural on the white road.
As a planner, she’s not afraid to ask each unique
life traveler she encounters the questions you won’t
find in any survey. As an outdoor adventurer, she
doesn’t need a map to reach her destination.