I'd like to create a browser plugin for online shops which introduces a layer of added friction for (unnecessary) purchases before checkout. What would be the most effective way to make a consumer think twice? Any thoughts on how to approach this?
Good idea, but it may not work. Members of the species Homo consumer love to buy and consume things which they do not really need. "I consume - therefore, I am", says Homo consumer.
I would suggest some type of delay mechanism that the user can adjust, say from 5 minutes to 24 hours. A simple time delay can provide a new perspective on the desired object. It may simply not appear as attractive after a short wait.
The best way to keep people away from unnecessary purchase is to highlight the impact of their purchase on their health, their finances and on the environment. If you can come up with some sort of metrics that can make the consumers aware about the impact of their decision then they are likely to reverse their decision. In India in order to decrease cigarette consumption the Government has made it compulsory for the manufactures to have pictures of oral cancer printed on the packaging.
This is a very interesting idea to me. I would say looking at it from of the point of view where you see what the adds are targeting and who, looking at algorithms that are used to display just the right add to the consumer that would be the most likely interested causing the impulse buy in the first place. Looking further into the root cause. The adds if I remember right typically are seen on average about 7 times prior to the person clicking on it and subsequently purchasing the item. Which of course means multiple add views by the same person is an issue. The add also focuses on some core challenges such as not being enough or feeling inadequate without the product in some way so needing to find a way to alter someone's perception and seeing through the add playing on their weaknesses. Which of course would be an extreme project.
The simple answer that I could come up with would be similar to Rakuten where you can download the app/browser extension, someone would need to have the desire to stop their impulse buying and in essence the app would need to make it where it automatically loads or creates a pop up when you click on an add before you can go further and look at something to purchase. (also it would be important to look at the pop up changing and not being so easily dismissed based on the person's personal settings to stop them from automatically pressing the dismiss button to go through with looking at the add).
Hope that helps. Great idea!
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