Breda University Study Reveals Shopping Purpose Influences Unplanned Purchases More Than Hunger

Breda University of Applied Sciences (BUas) has released a study challenging the belief that shopping while hungry leads to impulsive purchases. Published ahead of World Food Day, the research highlights that the reason for entering a store impacts unplanned purchasing more significantly than hunger.

Researcher Sait Durgun analyzed the shopping habits of 323 individuals with data encompassing 3,819 items. Hunger's effect was negligible across the board, except for snacks and sweets, where a one-point increase in hunger correlated with a 9% rise in unplanned purchases. Age played a role too, as older shoppers, despite feeling hungrier, showed greater purchase restraint.

The study found that 69% of those browsing, versus 24% on routine errands, made impulsive buys, emphasizing purpose over hunger as the crucial factor.