Why did I buy this again? 'Five Seconds Before Buying'

Nice to meet you. I'm Kawabata from Dentsu Inc. Kansai. In my fifth year at the company, I spend my days endlessly pondering: "How can we move people's hearts?" "How can we make people want to share?" "How can we get them to pick it up?"

In that context, when I look back on things like the water I bought at the convenience store this morning or the yakiniku I had over the weekend, I often find myself wondering, "Why did I buy that?" or "Why did I choose that place?" The answer is often "just because" – not because of any clear reason or firm decision.

Don't you often find yourself buying things "just because"?

The book I'm introducing today, "The 5 Seconds Before Buying" by Shigeru Kusaba (Sendenkaigi), unravels these unknown purchasing motivations – those "Why did I buy this?" moments that even we ourselves can't explain.

The 7th Purchase Motivation = 'The 5 Seconds Before Buying'

First, the book's opening explains purchasing motives as follows:

① Necessity: Because you'd be in trouble without it.
② Bargain: Because it's cheap.
③ Preference: Because I like it.
④ Trend: Because everyone else has it.
⑤ Prestige: Because you want to look cool.
⑥ Obligation: Because they've always been kind to me.

However, when reflecting on my own purchasing motivations, I realize they can't be simply categorized into these six. That's the unknown "seventh motivation"—the one that makes you wonder, "Why did I buy this again?"—and it's the '5 Seconds Before Buying'.

This book introduces 62 examples of 'The 5 Seconds Before Buying' drawn from recent hit products and content.

Why am I supporting Paruru again?
Why are we standing in this long line for pancakes?
Why is our family so obsessed with the Carp?

We delve into and unravel the motivations behind the things we unknowingly get hooked on, the things that draw us in, and the things we end up buying.

"Defective cod roe" over "bargain cod roe"

One purchasing motivation introduced in this book: "The Me Who Wants to Know Why." After the Lehman Shock, recession-driven "bargain," "great deal," and "discount" words flooded the market. But does simply lowering prices guarantee sales? It's not that simple.

That's right. Today, we don't just buy things because they're cheap; we want to know the "reason" behind the low price. Only then do we feel satisfied and make the purchase.

A clear example is "cod roe."

If "tarako" is cheap simply because it's cheap, we get suspicious—wondering if there's something wrong with the origin, quality, or taste...!? But if it's cheap because it's "imperfect" tarako, with deliberately highlighted flaws like broken skin or torn edges, we buy it with satisfaction and even feel happy about the bargain.

Just being cheap isn't enough. It's the "imperfect" aspect that pushes people to buy.

Me, who loves "alone time"

This is exactly me, having just finished booking my solo Silver Week trip.

"Me time."

Lately, I've been hearing words like "solo dining," "solo karaoke," and "solo movies" more often, and I've personally felt the growing demand for "alone time" among women.

So, what's behind this rising demand for women's "alone time"?

Of course, improvements in the work environment have led to more women entering the workforce and becoming independent, which is a significant factor. But an even bigger reason is the sense of connection that social media has created, making people feel "alone but not lonely."

"I'm alone, but I'm not lonely." This sense of security has allowed many women to enjoy their "alone time" without hesitation.

Indeed.

Incidentally, even as I write this review, a female friend just sent me a LINE message saying, "Solo hot spring trip now," along with a photo of a hot spring inn meal (laugh).

In this book, everyday relatable scenes and examples are used to unravel consumer insights and purchasing motivations, illustrated alongside the text.

Beyond what's introduced here, the book features numerous examples that make you think, "Ah, I see!" or "That's true." It's not just a source of hints for marketing or brainstorming ideas; it's a book that makes you want to rethink your own daily consumption habits and purchasing motivations.