A Study on Consumer Psychology Behind Impulse Buying

This study demonstrates that impulse buying is driven by a strong interaction between internal psychological states and external marketing triggers. The findings reveal that emotional conditions such as happiness, stress, and boredom erve as significant psychological predictors that lower self-regulation and make consumers more susceptible to spontaneous purchasing. Additionally, external stimuli like attractive product displays, visual merchandising, and limited-time promotional offers play a crucial role in converting casual browsing into immediate sales. Because a vast majority of impulsive shoppers experience post-purchase excitement and satisfaction rather than immediate regret, this behavior is continually reinforced. Ultimately, the study highlights that impulse buying is particularly prominent among younger demographics (18–25 years), emphasizing the need for marketers to design engaging, emotionally resonant shopping environments while also highlighting the importance of consumer awareness regarding self-control and personal financial budgeting.

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