Scribd
Upload
13 views

Psy Script

Uploaded by

Maegan Tang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
13 views

Psy Script

Uploaded by

Maegan Tang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 5

First, I will revert to the concept of impulse buying behaviour.

Impulse Buying Behaviour can be defined as behaviour whereby


consumers, influenced by some kind of stimuli, have suddenly
decided on goods to buy without any prior planning or
consideration. Such behaviour is usually accompanied by a positive
emotional response to the external stimulus and represents
unplanned and spontaneous buying decisions. Rook, 1987 for
example defines impulse buying as 'a decision made without a
purchase plan, usually accompanied by a positive emotional
response to an external stimulus' Unplanned, unconscious,
externally motivated.

Actually, there are lots of different types of impulse buying, and I


have picked four most common to talk about: reminder impulse
buying, planned impulse buying, pure impulse buying, and scarcity-
induced impulse buying. Before I go into detail, you can try thinking
about which one relates to live-streaming.

Okay, let me explain them one by one. Reminder impulse buying,


occurs when a consumer is reminded of a certain need or desire to
buy a product that was not in their awareness. It is also often
associated with products that are known to the consumer. Reminder
impulse buying is also effectively triggered through in-store
marketing strategies. To conclude, it involves a consumer who has
an intention to buy a product but not a specific item in mind.

The characteristics of planned impulse buying of buying behavior is


a general shopping goal rather than a specific purchase plan. The
motivation to shop creates a very strong influence on it. Consumers
may go inside a store when they want to browse or simply to kill
time, where the consumer discovers products that catch their
interest and eventually, a purchase is made.

The next will be scarcity-induced impulse buying, which happens


very often in live broadcasts. The scarcity-induced impulse buying is
fired by the perception that an item is perceived to be available only
in limited quantities or over a limited time. This creates a sort of
urgency, making consumers have to make immediate purchases so
that they do not miss out. The fear of missing out is an effective
motivator in live commerce, considering that goods are sometimes
presented as exclusive or available for a limited time only.
Anticipated emotions-regret for not being able to get what one
wants or feelings of joy for having acquired something which is in
limited supply-have more important influence on impulse buying
during livestreams. This may make consumers think that they will
later regret it if they do not buy something that is in short supply or
high demand. Streamers can adopt several linguistic and visual
ways to communicate immediacy, persuading viewers to act now
and secure their purchase. This strategy works especially within live-
streaming settings.

The last type is pure impulse buying. Within live streaming, it means
the act of suddenly desiring to buy because of some dynamic and
interactive elements of the live stream that serve as triggers. They
use various approaches to trigger pure impulsive buying. These
really do a lot to greatly increase unplanned purchases. The
emotional reaction brought about by live streaming content may
also be the very beginning of impulsive buying behavior. Streamers
often use storytelling, humor, or emotional appeals that make
viewers connect on a personal level; therefore, the emotions rush
forth and lead to impulsive purchases.
Obviously, scarcity-induced impulse buying and pure impulsive
buying are the most common reasons why consumers make impulse
purchases during live broadcasts. Actually, those behaviors have
their psychological factors. Now let's go to the next part, which is
'the mechanism of psychological link between live streaming and
impulse buying'.

First, it is the establishment of trust. The anchor of the live


streaming develops a trusting relationship with the audience
through establishment of personal IP image, real-life experience,
and interaction with fans. The establishment of such trust is one of
the key factors that contribute significantly promoting purchase
intention.

For threshold effect, it has a very interesting Chinese name, 登門檻效應.


This means that in live streaming, the anchor can make a small
purchase request at the very beginning and then successively lead
the audience to make a greater purchase. This is what is termed in
psychological circles the 'threshold effect', where the principle is
that once a small request has been granted, people are more prone
to grant the bigger request in the interests of maintaining
consistency.

And the Psychological Stereotyping Effect means once people have


a fixed idea, the later psychology and behaviour are easily
influenced by this idea. In live banding, anchors reinforce viewers'
willingness to buy by repeating certain information over and over
again.
You may not be familiar with these psychological factors, but I
believe you must have heard of the next two.

The time-pressure effect is one of the most utilized methods on live


streams to create a sense of urgency in customers. Countdown
timers and limited time offers create urgency for consumers to
make quick decisions, which also in itself leads to impulsive buying.
This tactic exploits the psychological influence that people are very
likely to make impulse purchases under conditions of stress related
to the time limit. Perceived scarcity is a key component of the time-
pressure effect. Thus, when the consumer perceives that a product
is available for a limited time, then the sense of urgency felt may be
stronger and more liable to override rational decision-making
processes, leading to impulsive buying. Another interaction of time
pressure is with consumer regulatory focus in influencing impulse
buying. Specifically, time pressure has minimal influences on
prevention focus consumers but significantly affects promotion
focus consumers. This suggests that differences in individual
regulatory focus might moderate the effects of time pressure on
impulse buying behavior.

The herding effect of live streaming can be explained as a form of


social alignment, in which individuals align their behavior to be
consistent with what they perceive to be other people's behavior.
This is more often than not seen when viewers, influenced by the
actions of a majority, make purchases that perhaps they otherwise
would not have considered. The neural mechanisms driving herding
suggest core systems involved in the detection of the gap between
one's actions and other people's that lead to a conformance of
behavior. In live streaming, social influence by peers is amplified to
increase the herding effect. People tend to buy when they perceive
many other viewers are buying, against the individual's preference.
The herding effect bears great prominence in live-stream impulse
buying. At the same time, viewers might be exposed to urgency and
the FOMO effect, which is probably brought about by the purchasing
behavior of others, leading one into impulsive decisions. This is most
influential in live streaming, where the proof is occurring right before
your eyes in real time.

Other than concepts, there are so many more to talk about. Since
then, I'll hand over the time to Sophie.

You might also like