Paying for items with a debit or credit card has removed the pain of handing over cash, which makes it easy to give in to impulse purchases and overspend.

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Nor does the story of the Dutch Islamist, Mr Bouyeri, suggest any easy correlation between suffering and the impulse to crime.

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Finally, it helps that books are quasi commodities -- there's no need to try them on before you buy -- and that they're small-ticket, impulse items that are easy to ship.

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And while it's easy to sympathize with Affleck's impulse to slot Morgan Freeman into the gravitas-heavy role of a police department official, it's his only serious misjudgment.

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And he said that Apple, through its iTunes and Apple stores, had access to a hundred and twenty-five million credit cards, which would make it easy for consumers to buy books on impulse.

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In other words, make it easy for your website visitors to act on their first impulse!

FORBES: 3. Make booking/buying seamless.