Online shopping
Consumers tend to be more relaxed whilst browsing the virtual marketplace as they are in the comfort and security of their own home. They tend not to be less aware of the variety of marketing techniques used as they are when they are in the physical market place. Marketers target this, as decisions are made more freely and willingly. The rise of "Treat Me" advertising is an excellent example of traditional advertising (letter box mailers) being put into a virtual context (emailed to people) and being more effective as people are more relaxed while on line and prepared to make spontaneous purchases. The virtual format allows the person to make an instant purchase, rather than having to drive to the physical shop. Due to there being no physical payment it is easier for the consumer to not realise the money they just spent. Online shopping an easy past time full of bargains and sales.