{"id":4714,"date":"2026-10-12T06:20:00","date_gmt":"2026-10-12T06:20:00","guid":{"rendered":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/?p=4714"},"modified":"2026-10-12T06:30:23","modified_gmt":"2026-10-12T06:30:23","slug":"breda-university-its-not-hunger-but-why-youre-shopping-that-drives-unplanned-purchases","status":"publish","type":"post","link":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/breda-university-its-not-hunger-but-why-youre-shopping-that-drives-unplanned-purchases\/","title":{"rendered":"Breda University: It’s not hunger, but why you’re shopping, that drives unplanned purchases"},"content":{"rendered":"
Breda University of Applied Sciences (BUas)<\/span>October 12, 2026<\/span><\/div>\n
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BREDA, Netherlands<\/span>, Oct. 12, 2026<\/span> \/PRNewswire<\/span>\/ — As World Food Day on 16 October, turns global attention to food behaviour, new BUas<\/span> research questions the popular advice to “never shop hungry.”<\/p>\n

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\"Breda<\/img><\/p>\n<\/div>\n

Sait<\/span>Durgun<\/span>, a researcher in the Leisure & Events domain and affiliated with the BUas<\/span> Experience Lab, examined the influence of hunger and shopping purpose on unplanned purchasing using real-world supermarket data. The study followed 323 shoppers, analysed<\/span> 3,819 individual items from their receipts, and measured hunger on a 0\u201310 scale immediately after shopping.\u00a0<\/p>\n

Hunger’s narrow reach<\/b>\u00a0<\/p>\n

Across the full shopping basket, hunger had no significant effect on unplanned purchases. The one exception: snacks and sweets, where each one-point increase in hunger (0\u201310 scale) was associated with a 9% increase in the odds of an unplanned purchase.<\/p>\n

Age matters too<\/b>\u00a0<\/p>\n

Older shoppers were less likely to make unplanned purchases. Those aged 55 and over reported the highest<\/i>\u00a0hunger levels in the study, yet made the fewest<\/i>\u00a0unplanned purchases, suggesting experience and self-control can override physical appetite.\u00a0<\/p>\n

Strongest factor is shopping purpose<\/b><\/p>\n

The strongest predictor by far was why<\/i> people walked in. Shoppers who came simply to browse made unplanned purchases 69% of the time, versus 24% for routine grocery runs \u2013 a nearly ninefold<\/span> difference, even after accounting for hunger. “The advice is simple,” says Durgun<\/span>. “What you plan to do before entering the store may matter more for unplanned purchasing than how hungry you are.”\u00a0<\/p>\n

Read more here: Don’t shop hungry? A receipt-based field study of hunger, shopping purpose, and unplanned purchasing \u2013 BUas<\/span> Research Portal<\/a><\/p>\n

Note to editors<\/b>\u00a0<\/p>\n

Breda<\/span> University of Applied Sciences is an internationally oriented higher education institution with study programmes<\/span> in Leisure & Events and Hospitality, among other things. <\/p>\n

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\"Breda<\/img><\/p>\n<\/div>\n

\"Cision\"<\/img> View original content to download multimedia:https:\/\/www.prnewswire.com\/news-releases\/breda-university-its-not-hunger-but-why-youre-shopping-that-drives-unplanned-purchases-302901085.html<\/a><\/p>\n

SOURCE Breda University of Applied Sciences (BUas)<\/p>\n

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Distributed by PR Newswire \/ Cision.<\/p>\n","protected":false},"excerpt":{"rendered":"

BREDA, Netherlands, Oct. 12, 2026 \/PRNewswire\/ — As World Food Day on 16 October, turns global attention to food behaviour, new BUas research questions the popular advice to “never shop hungry.”SaitDurgun, a researcher in the Leisure & Events\u2026<\/p>\n","protected":false},"author":2,"featured_media":4716,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","footnotes":""},"categories":[85],"tags":[96],"class_list":["post-4714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-pr-post"],"acf":[],"_links":{"self":[{"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/posts\/4714","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/comments?post=4714"}],"version-history":[{"count":1,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/posts\/4714\/revisions"}],"predecessor-version":[{"id":4715,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/posts\/4714\/revisions\/4715"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/media\/4716"}],"wp:attachment":[{"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/media?parent=4714"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/categories?post=4714"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/development.brstdev.com\/highpayingaffiliateprograms\/wp-json\/wp\/v2\/tags?post=4714"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}