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7 types of consumer mindset

Large Wreath

Brought to you by:

WE Development

Large Wreath

Content written by:

JP Tan

Last Updated:

9 June 2021 at 2:59:07 am

Image by Daniel Mirlea

They kept saying, know your target audience! But how??

We have identified seven types of consumers to help you with your business plan!

1) Purchase by impulse

2) Sense of urgency

3) Influence by people

4) Destress after purchase

5) Requiring its function

6) Driven by doing good

7) Mentality of comparison

1) Purchase by impulse

- I have been thinking of buying for a very long time, and I finally bought it! This trigger is “Hidden Impulse purchase,” where an attractive offer or a special scenario causes you to have a strong emotion to make such a purchase.

- Driven by curiosity and belief, such consumers buy to satisfy their needs to know more. We call this the “Curiosity Impulse purchase”. Some example ad messages are;

         - Want to achieve financial freedom at the age of 30? Sign up now!

         - Unpack this to receive a secret prize!

2) Sense of urgency

- Stuck between “lack of time” and “what is the best solution out there”. They are in a state of uncertainty. Creating the mentality that their solution is going to be unavailable soon will accerlerate their purchase decisions. We call this “Urgent purchase due to uncertainty

- Driven by “I like this very much” versus “should I buy”. Discount is used to increase consumers’ chances of having the thought that “I should buy because that’s a steal!”. We call this the “Cheap purchase urgency”. Some example ad messages are; 

         - While Stock Last

         - Purchase after purchase

          - Flash Sales.  

- Driven by “Rarity”, this is used to close sales with a medium to high price. Taglines like Limited Edition, 100 pieces in this world. Selling once every five years. We call this “Rarity purchase urgency

3) Influence by people

- Influenced by loved ones such as children, parents and partner, these consumers only want to give the best. We call this “Purchase for love”.

- Be part of a social network so to not be left out. People of such wants recognition from their peers or a group they want to join. We call this “Purchase for belongingness”.

- Expensive and branded items allow people to show and exhibit their power, status and affluence. We call this “Purchase for recognition”.

- I want to be special, and I dislike somebody else who has the same thing as me. We call this “Hipster purchase”.

4) Destress after purchase

- Sense of happiness after buying things. Especially coming back from a huge sales or purchase something that you long wanted. We call this “Happiness after purchase

- "Relief after purchase". Imagine when someone kept asking you to get something done, and you kept forgetting. When the moment you have done it, you felt relieved because the nag is finally over. Such people are usually under pressure regularly, and once they have done it, they felt happy.

         - An example ad message can be; “Is your wife nagging again? Buy this rice cooker now at 50% discount!”

5) Requiring its function

- I need its function; therefore, I bought it. We call this “Purchasing with needs”.

- I not sure if it works, but I have got no choice but to buy and test it. We call this “Purchasing partial solution”.

- I predict someone or myself will use it in the future, either to use it to do tasks or to resell for higher value; therefore I bought it. We call this “Purchase in advance”.

- Someone may need it, but because this is now on discount or conveniently available, I shall buy it first. We call this “Purchase cheap in advance”.

- I bought it so that this person will also buy from me. They will also introduce their friends to buy from me. The action of buying for and from somebody is a “function of use” itself.

         - This behavior may be prominent in sales person when they treat you a drink in hopes that you buy from them. We call this “Purchase with agenda”.

6) Driven by doing good

- A kind act by buying something from the less fortunate. We call this “Kindness purchase”. 

- I support the seller. I support my idol. I support my favorite brand. I have to do this for disaster-related causes. We call this “Support purchase”.

- God has given me all of these; I must do my best to give back to god. We call this “Driven by religion”.

- I buy them because I care about our good relationship. This is related to We call this “Purchase for good relationship”.

7) Mentality of comparison

- “People have it, and I should have it too”. This explains why people tend to queue up behind long queues. We call this “Purchase whatever popular”.

- “I cannot lose out; if not, another person may see me as a lower status than that somebody”. We call this “Purchase to win”.

- I want to be unique, I do not want to be the same as others. We call this “Purchase to be special”. 

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