Impulse purchase or impulse buying is caused by a spontaneous and unplanned buying decision which occurs when the customer sees the item or service.
This need of satisfaction is highly emotional. It is a reflex action triggered by the product itself or its selling conditions : price, promotion, limited quantities…
Desire related to this compulsive action reveals an emotional dependence of the customer in a particular situation or a particular moment.
Satisfaction surveys show the correlation between desires and needs of a customer and the emotional and symbolic potential of a brand are sources of desire and impulsion.