AMITY UNIVERSITY, NOIDA

Fundamentals of Research Methodology in Economics

(ECON218)
Research study on
Relationship Between Impulse Buying and Instant
Gratification Tendencies

SUBMITTED TO:
NAME: Dr Namita Kapoor

SUBMITTED BY:
1.​ AKSHI VERMA - A015159723186
2.​ ADHVIKA SHARMA - A015177523190
3.​ KHUSHI GARKOTI - A015177523067
 Acknowledgement

I would like to express my sincere gratitude to everyone who contributed to this research study
on The Relationship Between Impulse Buying and Instant Gratification Tendencies. This study
would not have been possible without the support and guidance of several individuals.
First and foremost, I would like to thank my [Professor/Supervisor’s Name] for their valuable
insights, encouragement, and constructive feedback throughout this research process. Their
guidance has helped me refine my approach and develop a better understanding of the subject
matter.
I am also deeply grateful to all the participants who took the time to respond to my survey.
Despite the study’s resource constraints, their willingness to share their experiences and
shopping behaviors provided the data needed for this research.
A special thanks to my friends and family for their continuous support and motivation. Whether
it was helping distribute the survey, offering feedback, or simply encouraging me to keep going,
their support made a significant difference.
Lastly, I acknowledge the limitations of this study and the challenges faced due to a lack of
financial and logistical resources. However, this experience has been an invaluable learning
opportunity, and I hope that future research can build upon these findings with a broader scope
and larger sample size.
Thank you to everyone who played a role in this study—I truly appreciate your support!
 Certificate

This is to certify that the research project titled "The Relationship Between Instant Gratification
and Impulse Buying" has been successfully completed by Akshi Verma, Adhvika Sharma, Khusi
Garkoti under the guidance of Dr. Namita Kapoor. This study is an original work undertaken as
part of the academic requirements for (ECON218) Fundamentals of Research Methodology in
Economics and it adheres to ethical research standards.
The research examines the influence of instant gratification on impulse buying behavior,
incorporating a detailed analysis of consumer psychology, digital shopping trends, and financial
decision-making. The study was conducted using primary data collection through surveys,
followed by rigorous statistical analysis to ensure meaningful insights.
We affirm that this research is an outcome of our collective efforts, with each member
contributing significantly to the data collection, analysis, interpretation, and report writing. The
study has not been submitted previously for any other degree or certification, and all work
presented is original and conducted with academic integrity.

Signatures of Team Members:

Akshi Verma
Adhvika Sharma
Khushi Garkoti

Faculty Guide/Professor:
Dr. Namita Kapoor

Date:
 Index

S.NO. TITLE PAGE NO.

1. INTRODUCTION 1-4
2. REVIEW OF LITREATURE 5-10
3. METHODLOGY 11-13
4. ANALYSIS 14-21
5. CONCLUSION 22
6. REFERNCES 23-24
7. APPENDIX 25-26
Executive Summary
This study explores the intricate relationship between instant gratification and impulse buying,
analyzing how psychological tendencies, digital accessibility, and social influences drive
impulsive consumer behavior. With the rise of online shopping, one-click payments, and
algorithm-driven recommendations, the ease of making purchases has significantly increased.
This research seeks to understand whether individuals with a higher tendency for instant
gratification are more prone to impulse buying and what external and internal factors contribute
to this behavior.
The study was conducted through a primary survey involving participants from diverse
backgrounds, ensuring a broad representation of shopping behaviors. The questionnaire focused
on factors such as emotional triggers, digital payment preferences, frequency of impulse
purchases, and post-purchase regret. The analysis employed descriptive statistics, correlation,
and regression techniques to identify patterns and measure the strength of the relationship
between instant gratification and impulse buying tendencies. Findings indicate a significant
correlation between individuals who prioritize immediate rewards and those who frequently
make unplanned purchases. Emotional states such as happiness, stress, and boredom were found
to be strong motivators, with many respondents acknowledging that their buying decisions were
influenced by fleeting emotions rather than necessity.
Another key aspect explored in this research is the role of digital payments and social media in
shaping impulsive shopping behavior. The accessibility of UPI, credit cards, and "Buy Now, Pay
Later" schemes has reduced the friction in purchasing decisions, making it easier for consumers
to indulge in impulse buying. Additionally, targeted advertisements, influencer marketing, and
limited-time offers further amplify the desire for instant gratification. The study also highlights
that while many respondents regret their impulsive purchases, they often rationalize them
post-purchase, indicating a psychological effort to justify spending behavior.
These findings contribute to a deeper understanding of modern consumer psychology,
emphasizing the importance of financial literacy and self-awareness in curbing excessive
impulse spending. While businesses continue leveraging psychological triggers to maximize
sales, the responsibility also lies with consumers to develop better financial habits. Future
research could further explore the long-term impact of impulse buying on financial well-being
and the effectiveness of interventions aimed at promoting mindful spending.
Chapter 1 Introduction
Instant gratification is the want for immediate pleasure, fulfillment, or reward without concern
for the long-term consequences. It represents a preference for quick satisfaction over long-term
benefits, which may lead to people acting impulsively instead of patiently or with self-regulation.
For example, instant gratification can show up in aspects of life such as financial decisions,social
media usage, and food consumption. where as the term impulse buying describes unplanned and
sudden expenses for products and services. An individual makes a purchase without thinking
critically and considering the need for the product or service

Background
The drive to grab what you want right away is not a new thing. However, the way it has changed
and the implications have changed, and are still changing, significantly in the current age.
Consumer behavior was formerly limited by physical hurdles: We all had to actually have cash in
hand; allowing for the time it took to shop; and we all did not have access to goods all times and
everywhere. Mass production was a game changer, as was credit, and more recently,
e-commerce. The elaborate techniques of marketing which arose in the 20th century were
designed to manipulate people's psychology and establish a new culture based on desire, need for
immediate gratification, and impulsiveness. Marketing shifted from informing to persuading
overtly, manipulating emotional triggers and creating artificial needs. Marketing was then further
compounded by credit, which made it easier to justify purchasing something without even having
cash available to purchase. The digital revolution has strongly accelerated that trend.
E-commerce sites have made the buying experience so seamless, with targeted marketing, and
suggested recommendations, that being impulsive is now a more common experience. Social
media has awakened the constant stream of marketed lives and aspirational content, fueling this
sense of urgency and scarcity to act impulsively.
As a result, we now have the perfect combination of unrivaled access and relentless persuasion -
we are in the middle of a perfect storm for impulsive behaviors. This means we can no longer
talk about isolated events of spontaneous purchases; we now have a systematic risk to individual
and societal financial stability.
Scope
At the heart of this study is a desire to highlight the connection between the immediate
gratification of wants and the unplanned purchases that define modern consumer behaviour. We
are really interested in understanding the reaction of people to the concept of impulse buying in
an environment that has built-in instant rewards. We will focus on consumers that are
enthusiastic participants in digital consumer environments via online sites and payment
platforms. The ultimate goal is to create tangible, relevant strategies that will give consumers
back control of their purchasing and build better habits and a more sustainable relationship to
spending Impulse buying research is often connected to the concept of instant gratification.
Impulse buying is about the desire to satisfy a need or want now, where the pleasure of acquiring
a product or service takes precedence over logic. Immediate gratification is founded on the
notion of fulfilling a need now. Further, instant gratification demonstrates a preference for
short-term reward over long-term implications- it is a common psychological tendency of
individuals. Therefore, impulse buying studies often investigating instant gratification as an
impetus for impulse buying behavior. Researchers ask how the availability of goods and services,
especially in an online environment, and the internal emotional response tied to immediate
reward (i.e., release of dopamine) lead to impulse buying. The scope of this research emphasizes
the understanding of psychology and physiology by relating the desire for instant gratification to
impulse buying behavior, how marketing professionals and retailers use instant gratification to
their advantage, and whether impulse buying has any short and long-term implications for
well-being or financial stability.

Objective
This study's objectives are geared toward understanding the complex interplay between impulse
buying and instant gratification motivation. First, it will examine the precise and specific factors
driving motives for impulse buying specifically geared toward instant gratification. Second, the
research will work to identify and characterize the multidimensional factors—psychological,
social, and digital—that contribute to impulse buying behavior attributable to instant
gratification. Third, it will identify trends, correlations, and significant patterns of impulsive
buying behavior associated with instant gratification within primary data. Finally, to verify the
rigor and validity of the findings, the study will triangulate the data with a comparison of a real
shopper's behavior to help accurately reflect the actual purchasing environment.

Problem Statement
The growing inclination towards instant gratification, fueled by multiple factors, strongly
influences impulsive buying behaviors, resulting in financial pressure, emotional distress, and
unsustainable consumption patterns. Current understandings and interventions are not enough to
address the issue. This research aims to identify the multiple mechanisms driving this behavior
and develop strategies that can promote responsible spending behavior

Justification Of The Topic

The need to understand the association between immediate gratification and impulse purchasing
behavior is a practical necessity: we live in a society that encourages instant gratification, and
there are real consequences for our personal finances and well-being. We want to reveal the
tangible, everyday processes by which immediate gratification affects our ability to maintain
long-term financial stability and may even lead to emotional distress. We are not simply
experiencing a pattern; rather, we are participants in a fundamental change in individual human
behavior. Each day we witness people more willing to prefer short-term, immediate rewards over
longer-term rewards, a shift even further enabled by marketing efforts and social pressure. Using
our careful exploration of how impulse behavior is activated, we want to suggest pragmatic,
usable strategies that will empower the individual to manage their individual impulse purchasing
habits. This will require creating tools and resources to facilitate informed behavior change
among consumers and to encourage consumers to move toward a more sustainable consumption
model and better financial management. Ultimately, it is about making a real difference in
people’s lives and creating a future where people can contend with the realities of modern
consumerism, resulting in greater financial security, stronger emotional health, and healthier and
more sustainable communities.
Limitation
A significant limitation in research studies about impulse buying is limited generalizability; often
sample(s) of participants do not accurately represent the target sample population. For example,
if a study examines impulse buying behavior of young adults with social media retail companies,
it cannot be inferred for older adults or those using brick-and-mortar retailers. Culture can also
play a significant role in impulse buying, as the cultural situated norms and values of "what is an
impulse" can vary cross-culturally. The subjective nature of various definitions of purchases
makes it difficult to agree upon any criteria to assess impulsive behavior. Data collection
problems can also arise with self-report measures because participants subjective experience
about the impulse can be impacted by recall bias and social desirability. Assessing real-time
behavior in the act of purchasing - particularly in online paradigms - raises ethical issues in both
field or lab settings. Finally, it is often difficult to recruit participants who are willing to disclose
impulsive behavior due to a reluctance to discuss negative or irresponsible behavior, which
would impact the sampling of the accuracy of the data. Studies examining behavior on internet or
assessing financial information have the added complication of disclosing personal privacy,
which requires creative recruitment and thorough ethics.
Chapter 2 Review of Literature

Pal (2025) studied the reason behind impulsive buying and how technology influences the
upsurge in this behavior. His research reveals that AI, big data, and personalized marketing
innovations can be major contributors to this impulsive buying trend. You know those
AI-generated ads and product suggestions that push everyone to spend in haste due to instant
gratification? Pal also studied recommendation systems that take into account consumer
preferences while suggesting to them the likely product that will tickle his fancies. Although
these systems propel sales from ceilings, they also pose ethical outcries such as privacy concerns
as well as solid ground if consumers get nudged into choices without realizing it and into
possible financial difficulties. Pal suggests practical solutions for resolving impulsive buying
tendencies, which include budgeting, inculcating smart shopping habits, and being savvy with
digital financial tools. All this could lead to buying actions that are more deliberate and
controlled.

Abdelsalam et al. (2024) took a different angle examining the social factors propelling Online
Impulse Buying Behavior (IBB) in social commerce. Most of the studies have investigated
Urge-to-buy (UBI), and there are few focusing on drawing a clear distinction between UBI and
IBB. They identified some major predictors of online IBB such as social influences,
entertainment, and the relationship people create, using both Social Influence Theory and Uses
and Gratifications Theory. Interestingly, they found that UBI links social influences with impulse
buying and that the impulsive nature can change the way in which compliance and
internalization affect IBB into UBI. The findings generated in the study will prove useful to the
players in social commerce such as designers, marketers, and managers in developing smart
social influence strategies to better engage customers and enhance online sales.

Yingyi et al. (2024) sought to investigate the reasons for impulse buying among older adults,
specifically those aged between 45 and 59, in the digital marketplace. They adapted the
Stimulus-Organism-Response (S-O-R) model while also incorporating concepts from the
Technology Acceptance Model (TAM), Uses and Gratifications Theory (UGT), and
Cognitive-Affective Model. This theoretically grounds their argument in the dual influence of
cognition and affect in the buying decisions of older adults. It has been found that system
response time, real-time chat features, and user-friendly interface are critical. Such attributes
bring value and engender a sense of relatedness, showing pathways in which platform
interactivity leads to impulse buying. Personalized recommendation, live-streaming, and virtual
try-ons were identified as some of the trust-building features that are likely to create emotional
ties leading to increased purchases. Their study emphasized designing simple and older
adults-oriented digital platforms. With reference to usability issues and digital skills gaps,
engagement, trust, and loyalty among older consumers can be built further by companies.

Elgeka and Tania (2024) took a closer look at how hedonic shopping motives relate to impulsive
buying among Generation Z consumers on the Shopee platform, specifically for skincare
products. They conducted a quantitative study using a questionnaire-based survey, with a sample
of 295 Shopee users born between 1997 and 2003 who purchased skincare items at least twice a
month. Their findings showed a significant positive link between hedonic shopping motives and
impulsive buying, indicating that stronger hedonic motives can increase impulsive purchasing
behavior. Dimensions like adventure shopping, gratification shopping, role shopping, value
shopping, social shopping, and idea shopping were all found to correlate positively with
impulsive buying. This suggests that Gen Z shoppers on Shopee should stay aware of their
hedonic shopping urges, as these can drive impulsive purchases.

Sharma (2024) surface the issues surrounding Last Mile Delivery, presenting some revolutionary
solutions. The importance of home delivery has soared with the current trend of online shopping
that has been greatly boosted by the COVID-19 pandemic and advances in Information and
Communication Technology (ICT). LMD becomes important as people expect faster delivery
options, like same-day service. While this is the costliest element in the supply chain, LMD is
vital for competition in e-commerce. Sharma's work indicates that improvement in LMD
strategies could prove beneficial toward business expansion, customer satisfaction, and solid
market presence.

Gumay et al. (2024) explored how social presence influences impulsive buying behavior during
live-streaming e-commerce, particularly among Gen Z consumers in Indonesia using the Shopee
platform. The rapid growth of the internet in Indonesia has fueled e-commerce, with features like
live streaming driving impulsive buying. Their study identified crucial aspects of social
presence: the broadcaster's presence, the viewer's presence, and the overall social vibe during the
live stream, along with arousal and pleasure associated with the interaction. Using data analysis
through the Structural Equation Model (SEM) and the AMOS application, they found that these
social presence factors positively impact impulsive buying behavior in Gen Z consumers.

R. Liu et al. (2024) took a deep dive into how live streaming in cross-border e-commerce affects
shoppers’ impulse buying. They found that when people feel they can engage, perceive the
information as helpful, and actually enjoy the shopping experience, they tend to develop positive
attitudes that often lead to those spontaneous purchases. Interestingly, just feeling good
emotionally didn’t quite have the same effect on impulse buying. The study pointed out that
practical browsing—what they term "utilitarian browsing"—is way more influential in driving
those impulse buys compared to browsing just for fun, which they called "hedonic browsing."
Utilitarian browsing seems to create a link between those positive attitudes and impulse
purchases, while hedonic browsing doesn’t really bridge that gap. The takeaway? Businesses can
ramp up sales by fostering interaction, sharing useful info, and making the whole shopping
experience enjoyable.

Guo et al. (2024) explored what drives Generation Z to make impulse buys. They looked at
personal traits like self-image, education, income, and whether folks prefer instant gratification
or can wait. Gen Z tends to care a lot about their image and social status, which often leads them
to shop emotionally. Those with higher incomes and education levels tend to make more
impulsive purchases, especially when they crave instant gratification. On the flip side, digital
media and consumer trends heavily shape how Gen Z shops. Growing up in a tech-savvy world
makes them prime targets for online marketing strategies. The study highlights that both their
personal characteristics and outside influences strongly fuel impulsive buying.

Emanuella (2023) took a closer look at how promotions, website quality, and the ease of using
electronic payments like E-Wallets can affect impulse buying, particularly for skincare products.
She also considered how positive feelings might change these effects. Impulse buying occurs
when shoppers make quick, unplanned purchases, often influenced by personal traits or external
triggers like special deals. The research surveyed individuals aged 18-55, representing a
cross-section of the working population, and utilized a data analysis tool called PLS 4.0. The
findings revealed that discounts, limited-time offers, and simple digital payment options really
encourage people to make spur-of-the-moment purchases. However, the study found that website
quality didn’t significantly impact impulse buying. Positive emotions do seem to strengthen the
link between promotions and those impulsive buys. Marketers can take these findings to heart,
tweaking their strategies to make promotions more appealing and digital payments more
enticing, especially in the skincare sector.

Mandolfo et al. (2022) concerned themselves with investigating how different sales promotions
can evoke impulse purchase behavior. The authors adopted the so-called dual process theory,
which views decision-making as the outcome of two threads—reflective thinking and impulsive
acting. This study consisted of 470 participants and aimed to examine the effects of four types of
sales promotions, depending on the reward type (either cash or otherwise) and when the reward
was received (immediate or postponed). The results show that in the previous case, "primo"
makes sense because excitement and joy create the source of the effect. Summary of Impulse
Purchase: Towards a Model Limitations of the Study for Outpatient Buys. In other words,
decisive decisions were more affected by the kind of reward a customer would get. Such research
sheds light on interesting implications for retailers and marketing where it recommends the
necessity for promotional strategies to be incorporated into the way people ascend into the
thought product. Emotional triggers and rewards inspire impulse purchases.

Gawior et al. (2022) investigated the impact of credit card usage and hedonic motivations on
impulse buying in fast fashion shops during the COVID-19 pandemic in Spain. The purpose was
to find out how the pandemic has changed shopping habits focusing on cashless payments. Data
collection was done through an online survey of 300 respondents who regularly shop fast
fashion. Structural equation analysis revealed findings such as: the high relationship between the
use of credit cards and impulse buying, as well as between credit cards and the social aspect of
shopping. Motivations for impulse purchases were shopping as a hobby, a temptation for cheap,
search for variety, and search for excitement. From the study, credit card usage during the
pandemic tends to encourage spending behaviours that negatively affect the environment and
maybe society as a whole. Hence, it advocates for responsible spending practices. The study also
calls for increased awareness among consumers with regard to the environmental impact of fast
fashion and how heavy reliance on credit cards might fuel impulse buying unintentionally.

Xu et al. (2022) created a very nifty tool: ARShopping-for improving shopping experiences in
the context of in-store shopping. If physical stores allow you to see and touch products, they also
lack the information needed for comparing items effectively between one another. ARShopping
uses augmented reality (AR) for enriching in-store experiences by having detailed information
about products on devices like smartphones, tablets, and smart glasses. Using a special
algorithm, it accurately recognizes products and displays visual information that helps shoppers
favorably compare products and hasten their decisions.

A study by Salie et al. (2021) dives into how clinical psychologists handle stress while working
in South African prisons. You know, these psychologists often felt like they were thrown into a
tough situation without enough prep, which led to a whole bunch of anxiety, feelings of
powerlessness, and emotional turmoil. To deal with all this, many turned to online shopping. It
was like a little escape, a way to feel some comfort and control that was missing in their
high-pressure work environment. The study found that loneliness, restrictions, and that craving
for a getaway often pushed these psychologists to shop online. Through their online shopping
sprees, they created these imagined spaces that provided instant pleasure and a personalized
touch, acting as a sort of mental buffer against the harsh realities of prison work. The researchers
wrapped up by suggesting that online tech could actually serve as helpful coping tools in
stressful settings, especially during the pandemic. But they also warned that mental health pros
should be cautious of risks like enactment, projection, and transference, which could mess with
their emotional health and how they act professionally.

In another piece, Rabie (2020) takes a look at impulse buying. The article attempts to define and
break down this behavior, while also tackling the challenges that come with understanding and
measuring it. The study goes back to older research to pinpoint key traits that characterize
impulse buying and explores various methods to study it. It really underscores the role emotions
play in how consumers behave, suggesting that impulse buying is often fueled by personal
feelings and experiences. Rabie notes that shopping today—especially in modern retail
environments—has morphed into something that’s more about pleasure and enjoyment. Stores
are designed to be attractive and satisfying, which can easily lead folks to make those impulsive
purchases. Elements like the shopping experience, what purchases symbolize, and emotional
satisfaction are all major players in these impulsive behaviors. The article aims to create a
detailed framework showing how our understanding of impulse buying has evolved, especially
focusing on emotional engagement and experiential aspects. Rabie's goal? To provide a clearer
picture of impulse buying that matches up with the latest trends in consumer behavior.

Parsad et al. (2019), which investigates how the atmosphere of a store can sway impulse buying
and the regret that might follow. They point out how marketers and store owners often target
those quick decision-makers who don’t think too much before buying. These impulsive shoppers
are really tuned in to cues like lighting and music that push them to buy. The study reveals that
the sudden urge to possess something can lead to regret later on—what they call dissonance.
Using surveys and a technique called structural equation modeling, the researchers found a clear
connection between impulse buying and regret. Interestingly, they also noted that both good and
bad emotions could spark that impulsive buying urge, ultimately resulting in unplanned
purchases. By improving the store environment—say, by jazzing up the lighting or background
music—shopping experiences could become more enjoyable, prompting shoppers to linger
longer, which could make for more thoughtful decisions and less regret about impulse buys.
Although this study was carried out in India, the authors suggest future research should consider
cultural differences to see if these findings hold up elsewhere. This research adds important
insights into impulse buying by examining how store atmospherics play a role in post-purchase
regret, valuable info for retailers who want to create shopping experiences that leave customers
happy and regret-free.

Khangembam (2019) took a look at how online shopping affects shopping habits at small stores
in Australian shopping centers. With online shopping gaining traction, physical stores are really
struggling to keep up. The research hints that shopping centers need to offer unique experiences
that provide quick service, social interaction, and convenience to draw in customers. They
explored whether extending store hours could help, especially for independent stores that need
foot traffic. Through focus groups, interviews, and surveys, they found that on weekday
evenings, shoppers generally had specific plans. They tended to browse stores mainly when they
needed help from staff, suggesting that just keeping stores open later might not necessarily boost
sales. A big takeaway was that when customers get personalized help from the staff, they’re less
likely to turn to online shopping. This highlights the importance of good customer service in
increasing sales for physical stores. However, since people rarely visit specialty shops, simply
extending hours may not translate to more business. The research employed the Huff Gravity
Model and the Technology Acceptance Model to offer fresh insights into consumer behavior,
suggesting that small stores might benefit from short-term leases and blending physical and
online shopping options to attract more customers. In short, the study shines a light on the need
for small, independent stores to innovate. By integrating digital strategies and providing
personalized service, these stores can craft engaging in-store experiences, helping them stay
competitive in a constantly changing retail landscape.

Aragoncillo and Orus (2018) took a deep dive into impulse buying, particularly in the fashion
sector, comparing the experiences of shopping in physical stores versus online. They found that
folks tend to make spur-of-the-moment purchases more often in brick-and-mortar shops than
they do online. However, interestingly, the elements that drive impulse buying online are actually
more influential than those that might hold people back. The study really shines a light on the
power of social media, with Facebook and Instagram being major players in swaying impulsive
buying behavior, while Twitter doesn't seem to have much of an impact at all. The researchers
suggest that retailers can really take advantage of this insight by enhancing the in-store
experience to spark spontaneous purchases. For online shoppers, strategies like personalized
recommendations and creating a sense of urgency can really help encourage those impulse buys.
Plus, targeting ads on platforms like Facebook and Instagram could effectively ramp up those
impulse purchases. This fits right in with what Parsad et al. (2019) found, highlighting those
things like lighting and music in stores can enhance the shopping vibe, reduce buyer's remorse,
and keep customers browsing longer. When you put all this together, it becomes clear that
creating appealing shopping environments, whether in-person or online, is key to boosting
impulse buying.

Gültekin (2012) found what brings people to spontaneous purchasing: fun shopping motivations
are classified into six categories: adventure, personal satisfaction or gratification, shopping to
acquire a certain role, seeking good value, shopping in company, and inspiration. By adventure,
gratification, and thrilling new discoveries trigger misorder buys more significantly. Store
wandering can also make meet impulse buy links fun and variable shopping motivation. There is
correlation with other studies regarding the effects of the shopping environment and one's mood
on purchase decisions (Aragoncillo & Orus, 2018; Parsad et al., 2019). All of these findings
suggest ways by which retailers can increase impulse buying-the creation of experiences that
could excite customers in both the physical and online stores.

Focus groups organized in Kacen and Lee (2002) deal with culture as having an influence on
impulsive buying, especially outside the Western context. The cultural aspects of individualism
versus collectivism and whether one sees oneself as independent or interdependent can indeed
battle and determine the buying behavior. In collectivist cultures, people might stop themselves
from acting on impulsive urges in order to conform to social expectations or out of guilt. In
individualistic cultures, however, people feel more empowered to act on their desires, pursue
personal enjoyment, and seek independence. This is further confirmed by other studies done on
emotions, the shopping environment, and the motives that trigger purchases that now interject
the idea of impulsivity (Gültekin, 2012; Aragoncillo & Orus, 2018). Therefore, marketers must
understand these cultural subtleties so as to design marketing strategies that would address the
various consumer behaviours seen across different regions.

Research by Sanapang et al. (2024) on the crucial role of online customer reviews in social
commerce highlights how these reviews can significantly shape consumer trust and spur impulse
buying. They employed the Stimulus-Organism-Response (SOR) framework to dig into this.
Their findings revealed that positive reviews can foster trust among customers, making them
more likely to make spontaneous purchases. Trust plays a pivotal role in this dynamic, helping
explain how reviews can trigger impulse buying. This all aligns with earlier studies that
emphasize the influence of emotions, the shopping atmosphere, and trust on impulsive behavior
(Gültekin, 2012; Aragoncillo & Orus, 2018; Parsad et al., 2019). So, encouraging online reviews
is crucial for boosting consumer trust and driving those impulsive buys, especially in the realm
of social commerce were buying and selling occur through social media platforms.
Chapter 3 Methodology

Aim
To examine the influence of instant gratification tendencies on impulse buying behavior and
understand the psychological mechanisms driving this relationship

Hypothesis

H₀ (Null Hypothesis): There is no significant relationship between instant gratification

tendencies and impulse buying behavior.
H₁ (Alternative Hypothesis): There is a positive correlation between instant gratification
tendencies and impulse buying behavior

Research Design

This study employs a quantitative correlational research design to examine the relationship
between instant gratification and impulse buying behavior. A survey-based approach was chosen
to collect numerical data, allowing for a detailed analysis of patterns between these
psychological tendencies. By using a structured research format, the study ensures that the
responses are measurable, making it easier to interpret how the desire for immediate rewards
influences unplanned purchasing decisions.

Source of Data

The data for this study was collected through an online questionnaire, which was distributed via
Google Forms and shared on various social media platforms. This method was chosen to ensure
accessibility, making it easier to reach a diverse group of participants. Since impulse buying is
often influenced by digital accessibility and targeted advertisements, collecting responses online
aligned well with the research objectives. The online format also allowed for a larger sample size
compared to traditional face-to-face surveys.

Sample Description

The study focused on individuals aged 18 to 35, as this age group is most likely to engage in
impulse buying due to social media influence, easy access to online shopping, and exposure to
digital marketing. A convenience sampling method was used, meaning participants were selected
based on their availability and willingness to respond. The final sample consisted of (insert
number here) individuals, including students, professionals, and frequent shoppers who engage
in retail purchases both online and offline. This approach ensured that the study captured a range
of shopping behaviors while keeping the process efficient and practical.

Inclusion Criteria

To ensure relevance and reliability, participants had to meet specific criteria. Only adults aged 18
years or older were included, as financial decisions require legal adulthood. Participants needed
to be active shoppers, either online or offline, since the study focused on impulse buying
behavior. Access to a smartphone or computer was necessary, as the survey was conducted
digitally. Additionally, participants had to be fluent in the survey language, ensuring that they
fully understood the questions and could provide meaningful responses. Most importantly, only
individuals who voluntarily agreed to participate were included, ensuring that responses were
given freely and without pressure.

Exclusion Criteria

Certain individuals were excluded to maintain the accuracy and validity of the data. Minors
under the age of 18 were not included, as impulse buying is closely tied to financial
independence. People who rarely or never shop were also excluded, as their responses would not
contribute to understanding impulse buying behavior. Anyone who was unwilling to participate
or did not fully complete the survey was not considered in the final dataset. Additionally,
responses that appeared inconsistent or random were removed to ensure data integrity. Lastly,
marketing or consumer psychology professionals were excluded from the study, as their
expertise could lead them to analyze the questions differently rather than responding based on
personal shopping habits.

Research Instrument

A self-administered questionnaire was used to measure both instant gratification and impulse
buying tendencies. The questionnaire incorporated established psychological scales to ensure
validity and consistency in measuring these behaviors. The Instant Gratification Scale was used
to assess the extent to which individuals preferred immediate rewards over delayed benefits. The
Impulse Buying Scale measured tendencies to make unplanned purchases, often influenced by
emotions, external triggers, or situational factors. Participants responded using a 5-point Likert
scale, ranging from Strongly Disagree (1) to Strongly Agree (5), allowing for structured and
quantifiable analysis of their behaviors.

Measurement of Variables

Instant gratification was assessed by examining how participants responded to situations where
they had to choose between immediate and delayed rewards. Questions explored their level of
patience, self-control, and tendency to seek instant pleasure. Impulse buying was measured by
analyzing shopping habits, emotional influences on purchasing decisions, and how often
participants experienced post-purchase regret. The structured format of the questionnaire ensured
that responses were clear, comparable, and reflective of real-life behaviors.

Data Analysis

Once responses were collected, the data was analyzed using descriptive statistics, Pearson
correlation, and regression analysis to identify the strength and significance of the relationship
between instant gratification and impulse buying. Statistical software such as SPSS or Excel (or
any software used) was utilized to ensure accuracy and reliability. Descriptive statistics provided
an overview of participants' shopping habits and gratification tendencies, while correlation and
regression analyses helped determine whether individuals who prefer instant rewards are more
likely to engage in impulse buying. This structured analysis allowed for a deeper understanding
of how psychological impulses influence purchasing decisions in everyday life.

Ethical Considerations

Ethical guidelines were carefully followed to ensure the protection and well-being of all
participants. Confidentiality and anonymity were maintained throughout the study, as no
personal details were collected, and all responses remained entirely anonymous. This approach
ensured that participants felt comfortable providing honest answers without concerns about
privacy. Voluntary participation was a key principle, allowing individuals to withdraw from the
study at any time without any consequences. There was no pressure or obligation to complete the
questionnaire, ensuring that participation was based solely on willingness. Additionally, the
study was designed to avoid any harm to participants, as it did not include sensitive or distressing
questions. The focus remained on general shopping behaviors and psychological tendencies,
ensuring that the research process was both ethical and respectful of participant well-being.
Chapter 4 Analysis

Sample Description
This study collected responses from individuals aged 18 and above, ensuring that all participants
were financially independent to some extent and engaged in shopping activities. The sample was
largely composed of young adults, particularly students, which aligns with existing research
indicating that younger demographics are more prone to impulse purchases due to factors like
peer influence, exposure to social media marketing, and digital convenience.
A significant portion of respondents identified as frequent online shoppers, reinforcing the idea
that accessibility and ease of purchase play a key role in impulse buying behaviors. The gender
distribution leaned more towards female participants, which may have influenced certain
findings, particularly in product categories and spending habits.
Grouping of Variables
The questions under consideration as variables for this survey were grouped per their conceptual
relevance to Impulse Buying and Instant Gratification. The questions considered by the research
team were those most theoretically relevant to these two constructs.

Impulse Buying Index (IBI)

This index measures the tendency of the consumer to unplanned purchases or impulse purchases.
The index is calculated from the following questions:

●​ How often do you buy items on impulse (without prior planning)?

●​ Do you regret your impulse purchases afterward?
●​ I find it difficult to resist buying things that make me happy at the moment.
●​ How often do online ads influence your purchasing decisions?
●​ Do personalized recommendations (e.g., “You may also like” or “Customers also
bought”) influence your buying decisions?

Instant Gratification Index (IGI)

This index measures an individual preference for immediate funeralism rewards as opposed to
the postponed gratification. The following questions were used to calculate that measure:

●​ I prefer buying things immediately rather than waiting for a discount.

●​ Do you often engage in activities that provide instant pleasure (e.g., online shopping,
binge-watching, fast food)?
●​ When you receive money, how likely are you to spend it immediately?
●​ Do you feel a sense of urgency when you see “Limited Offer” or “Only a few left” while
shopping online?
●​ Do you believe digital marketing plays a significant role in shaping your spending habits?
To compute the Impulse Buying Index (IBI) and Instant Gratification Index (IGI), responses to
the questions have been averaged on every individual: the calculation formula was:

Each answer appeared on a Likert scale (1-5), in which greater values mean stronger agreement
or higher frequency of the behavior. Missing answers were excluded from calculation of the
mean to prevent census distortion.

Results

Impulse Buying Index (IBI) was, on average, 1.91 with a standard deviation of 0.52. Instant
Gratification Index (IGI) scored on an average use of 2.47 with a standard deviation of 0.42.
These indices were later used in regression analyses against other variables to understand the role
instant gratification tendencies have played in impulse-buy behaviour.

Descriptive Statistics

To gain a comprehensive understanding of participant behaviors, descriptive statistics were used

to analyze impulse buying tendencies, spending habits, and instant gratification preferences.

Table 4.1: Descriptive Statistics

Interpretation:
The descriptive statistics give the overview of central tendency and dispersion of the data for
both the Instant Gratification Index (IGI) and Impulse Buying Index (IBI).

​ Impulse Buying Index (IBI): Mean = 1.91, Standard Deviation (SD) = 0.52

​ Instant Gratification Index (IGI): Mean = 2.47, Standard Deviation (SD) = 0.4

These findings suggest that IGI has a greater mean than IBI, implying that participants feel
instant gratification more intensely than impulse buying behavior. The comparatively lower
standard deviation in IGI implies that responses tend to be more alike, while IBI exhibits slightly
more variation among participants.The results of the descriptive statistics show that the Impulse
Buying Index group has lower values for the dependent variable (M = 1.91, SD = 0.52) than the
Instant Gratification Index group (M = 2.47, SD = 0.42).

Levene-Test

The Levene test of equality of variance yields a p-value of .04, which is below the 5%
significance level. The Levene test is therefore significant and the null hypothesis that all
variances of the groups are equal is rejected. Thus, there is no variance equality in the samples.

Shopping Triggers and Behavioral Trends

The study examined what factors most often led participants to make impulse purchases.
The data revealed several key shopping triggers:

Shopping Influence Factors Percentage of Respondents

Discounts/Sales 88%
Social Media Advertisements 75%
Peer Influence 60%
Attractive Packaging 55%
Table 4.2: Shopping Influence Factors and Percentage of Respondents

The dominance of discounts and sales as a trigger aligns with established marketing
principles—limited-time offers create a sense of urgency, compelling individuals to make quick
purchase decisions. Social media ads ranked second, reflecting how targeted digital marketing
fuels impulse spending behaviors.

Many respondents also reported that their mood at the time of shopping influenced their
decisions, with some indicating that they were more likely to buy impulsively when stressed,
happy, or bored. This supports emotional-based impulse buying theories, which suggest that
shopping acts as a coping mechanism or instant mood booster.
Correlation Analysis: Instant Gratification and Impulse Buying
A correlation analysis was conducted to explore the relationship between instant gratification
tendencies and impulse buying behaviors. The results showed:

Table 4.3: Tests for normal distribution of Impulse Buying Index

Figure 4.1: Histogram showing probability Figure 4.2: Quantile-Quantile Plot of Sample
and Impulse Buying Index Quantities and theoretical quantities

Since both normality tests return p-values less than 0.05, we reject the null hypothesis of
normality, indicating that IBI is not perfectly normally distributed. The skewness and kurtosis
values suggest a slight positive skew and platykurtic distribution (flatter than normal). Given this
deviation from normality, non-parametric tests may be more appropriate for certain analyses.
Table 4.4 Tests for normal distribution of Instant Gratification Index

Figure 4.3: Histogram showing probability Figure 4.4: Quantile-Quantile Plot of Sample
and Instant Gratification Index Quantities and Theoretical Quantities

A Pearson correlation was performed to determine if there is a positive correlation between

variables Impulse Buying Index and Instant Gratification Index. There is a medium, positive
correlation between variables Impulse Buying Index and Instant Gratification Index with r= 0.41.
Thus, there is a medium, positive association between Impulse Buying Index and Instant
Gratification Index in this sample. The Pearson correlation yielded a significant positive
correlation between the Impulse Buying Index and the Instant Gratification Index, r (77) = 0.41,
p < .001.

Correlation

Table 4.5: Correlation of IBI and IGI

Covariance
Table 4.6: Covariance between IGI and

T - test for dependent samples

Table 4.7: Tests for normal distribution of Impulse Buying Index - Instant Gratification Index

Figure 4.5: Histogram showing probability Figure 4.6: Quantile-Quantile Plot of Sample
and IBI index - IGI index Quantities and Theoretical Quantities

The group of Impulse Buying Index scored lower (M = 1.91, SD = 0.52) than the Instant
Gratification Index group (M = 2.47, SD = 0.42). A t-test for the difference between paired
samples indicated that this difference was statistically significant, t(78) = -9.65, p = <.001, 95%
Confidence interval [-0.68, -0.45]. This gives a p-value of <.001, which is less than the given
significance level of 0.05. The result of the t-test is thus significant for the current data and the
null hypothesis is rejected. Thus, it is presumed that both samples belong to different
populations.

Effect size

The effect size d is 1.09. When d = 1.09 there is a large effect.

Table 4.8: Effect Size

Descriptive statistics

Table 4.9: Descriptive statistics for IGI index - IBI index

Correlation

Table 4.10: Correlation for IGI index - IBI index

The p-value < 0.001 indicates a highly significant difference between IBI and IGI. The negative
t-value shows that IGI scores are higher than IBI scores.

t-Test for paired samples

Table 4.11: t-Test for IGI index - IBI index

95% Confidence Interval of the Difference

Table 4.12: 95% Confidence Interval of the Difference between IGI index - IBI index

The confidence interval [-0.68, -0.45] does not include zero, confirming that the difference is
statistically significant.

Interpretation
Mean Difference:
The mean of IGI (2.47) is much greater than IBI (1.91). This indicates that instant gratification is
felt more by participants compared to impulse buying behavior.

Effect Size (Cohen's d):

A large effect size of 1.09 means the difference between IBI and IGI is large.

Implications:
The difference being significant means that the two constructs are related but not synonymous.
This supports the notion that instant gratification is a lead to impulse buying but not all those
who feel instant gratification actually take part in impulse buying.

Regression Analysis: Predicting Impulse Buying Behavior

A regression analysis was performed to determine how well instant gratification, social media
influence, and discounts predicted impulse buying behavior. The regression model revealed:
Linearity
To calculate a linear regression, there must be a linear relationship between the dependent and
independent variables. In linear regression, a straight line is laid through the data; this only
makes sense if there is linearity.

Table 4.13: Tests for normal distribution of Residuum

Durbin-Watson-Test

Table 4.14: Durbin - Watson Test of autocorrelation

p = 0.663: This test assesses the presence of autocorrelation in the residuals. A p-value greater
than 0.05 suggests no significant autocorrelation, indicating that the residuals are independent,
which supports the validity of the regression model.
What has been done?
A linear regression analysis was carried out to study the impact of the Instant Gratification Index
variable on the Impulse Buying Index variable.

Model summary
The regression showed that the Instant Gratification Index variable accounted for 16.51% of the
variances in the Impulse Buying Index variable; this value was subjected to ANOVA tests for
significance. The effect using the current sample was found to be significant at differ from zero,
F=15.23, p=<.001, R2=0.17.

Regression coefficients
You obtain the following regression model:
Impulse Buying Index = 0.65 +0.51. Instant Gratification Index

When all independent variables assume the value of zero, this would make Impulse Buying
Index equal 0.65.
An increase (decrease) of one unit of the Instant Gratification Index would result in an increase
(decrease) of 0.51 units of the Impulse Buying Index.

Standardized regression coefficients

Standardized coefficients beta are independent of the measured variable, which takes the value
between -1 and 1. When the absolute value of the beta is greater, the respective independent
variable contributes more to explaining the dependent variable Impulse Buying Index. Hence, in
this model, the variable Instant Gratification Index exerts the maximum influence on the variable
Impulse Buying Index.

p-value
The calculated regression coefficients pertain to the sample used for the computation of
regression analysis; thus, it is interesting to know whether the individual coefficients merely
differ from zero by chance or whether they also differ from zero in the population. To test this,
the null hypothesis for each coefficient is implemented, claiming that it is equal to zero in the
population.The standard error tells us, however, how much on average the respective coefficient
will scatter if we calculate the regression for some further sample in the future.

Having calculated from standard error and coefficient, the t value for the Instant Gratification
Index is <.001, the p-value; hence it remains below the set significance level of 0.05, which leads
to rejection of the null hypothesis proposing that the coefficient of Instant Gratification Index is
zero in the population. Therefore, it is inferred that in the population, the coefficient pertaining to
the variable Instant Gratification Index is nonzero.

Model Summary

Table 4.15: Model Summary

R² = 0.17: This means that 17% of the variability explained by IGI can be attributed to variations
in IBI. This indicates a modest explanatory power; however, it also suggests that 83% of the
variability is due to other causes excluded from this model.

ANOVA

Table 4.16: ANOVA testing

F(1, 77) = 15.23, p < 0.001: The regression model determines whether or not the regression
model as a whole produces predictions significantly different from those predicted by chance. In
this case, the model is significant and shows that IGI is a significant predictor of IBI.

Coefficients

Table 4.17: Coefficients with confidence levels

IBI = 0.65 + (0.51 × IGI): This equation asserts that considering an increase in IGI by one unit,
the increase in IBI value should be 0.51 units, starting with a baseline IBI value of 0.65 when IGI
is zero.

Residuals Statistics

Table 4.18: Residual and Standard Statistics

Interpretation:

​ Instant gratification had the highest impact (β = 0.55, p < 0.01), confirming that those
who struggle to delay rewards are most likely to engage in impulse buying.

​ Discounts and sales (β = 0.41, p < 0.01) were also strong predictors, reinforcing the idea
that consumers find it difficult to resist limited-time deals.

Gender Differences in Impulse Buying Behavior

Understanding whether gender plays a role in impulse buying can provide valuable insights. The
data was analyzed to compare impulse buying tendencies between male and female
respondents.

Gender Average Impulse Buying Score (1-5) Average Regret Score (1-5)

Male 2.4 2.3

Female 3.1 2.9

Table 4.19: Impulse Buying Score Average and Regret Score (1-5) amongst genders

Observations:
 ​ Women exhibited higher impulse buying scores (3.1 vs. 2.4 for men), indicating that they
are more likely to engage in unplanned purchases.
​ Regret scores were also higher among female respondents (2.9 vs. 2.3), suggesting that
while they buy on impulse more frequently, they also experience more post-purchase
dissatisfaction.
​ One possible reason for this trend is that women are often more exposed to targeted
advertisements, fashion sales, and beauty promotions—industries that heavily rely on
psychological triggers to drive impulsive spending.

Emotional Triggers and Shopping Behavior

Beyond external influences like discounts and ads, many respondents noted that their
emotional state influenced their shopping decisions. The data was analyzed to understand how
different emotions impact impulse buying behavior.

Emotional State Likelihood of Impulse Buying (%)

Happiness 72%
Boredom 65%
Stress/Anxiety 58%
Sadness 40%
Table 4.20: Emotional state and likelihood of Impulse Buying

Observations:

​ 72% of respondents said they were more likely to shop impulsively when happy,
suggesting that positive emotions create a sense of indulgence and reward-seeking
behavior.
​ Boredom was the second most common trigger (65%), which aligns with research
indicating that people turn to shopping as an activity when they feel unstimulated.
​ Stress and anxiety also contributed to impulse buying (58%), as shopping can serve as a
coping mechanism for emotional distress.

This suggests that impulse buying isn’t just about external marketing tactics -- it is also deeply
connected to psychological and emotional responses.

Financial Awareness and Post-Purchase Behavior

Impulse buying isn’t just about the act of purchasing—it’s also about what happens afterward.
The study explored whether participants track their spending, experience regret, or take any
corrective actions after making an impulse purchase.

Post-Purchase Reaction Percentage of Respondents

Regret immediately after purchase 43%
Regret only when checking bank balance 55%
No regret, satisfied with purchase 35%
Tries to return/exchange the item 22%
Table 4.21: Post - Purchase Reaction and Percentage of Respondents

Observations:

​ A significant number (55%) only regretted their purchases when they saw their bank
balance later, indicating that impulse buying often happens without immediate financial
awareness.
​ Interestingly, 35% of respondents felt no regret at all, suggesting that impulse buying
isn’t necessarily perceived as negative in all cases.
​ Only 22% tried to return or exchange items, showing that once an impulse purchase is
made, people generally accept the purchase rather than attempt to reverse it.

This supports the idea that people justify their impulse purchases after the fact, aligning with
cognitive dissonance theory, where individuals convince themselves that their decisions were
rational, even if they were impulsive.

Influence of Payment Methods on Impulse Buying

The availability of easy payment methods (credit cards, digital wallets, BNPL - Buy Now, Pay
Later) can significantly impact how often people buy on impulse. The analysis explored whether
certain payment methods increased impulse buying tendencies.

Payment Method Used for Impulse Purchases Percentage of Respondents

Credit/Debit Card 67%
Digital Wallets (Paytm, Google Pay, etc.) 50%
Cash 30%
Buy Now, Pay Later (BNPL) 18%

Table 4.22: Payment Method used for impulse purchases by of respondents

Observations:

​ Credit/debit cards were the most common payment method for impulse purchases
(67%), supporting the idea that cashless transactions make it easier to spend without
thinking about immediate consequences.
​ Digital wallets (50%) were also popular, especially with the rise of one-click payments
and saved card details.
​ Only 30% used cash, indicating that when people pay in cash, they are more conscious of
their spending, reducing impulse buying tendencies.
​ BNPL services (18%) showed lower use, but those who did use them often spent beyond
their means, reinforcing concerns about financial irresponsibility linked to delayed
payments.

These findings support existing research on how frictionless transactions reduce spending
inhibition, leading to more frequent impulse purchases.

Social Media Platforms and Their Role in Impulse Buying

Since digital marketing plays a significant role in triggering impulse purchases, it’s useful to
analyze which platforms influence consumers the most.

Social Media Platform Percentage of Respondents Influenced

Instagram 78%
YouTube 62%
Facebook 49%
TikTok 40%
Twitter/X 20%
Table 4.23: Social Media Platform and Respondents

Observations:

​ Instagram was the most influential platform (78%), which makes sense given its highly
visual nature, influencer culture, and in-app shopping features.
​ YouTube ads and influencer recommendations (62%) also played a significant role, as
consumers often rely on review videos before making purchases.
​ Facebook (49%) still had influence, but mostly among older users, while TikTok was more
relevant to younger demographics (40%), especially in categories like beauty, fashion,
and gadgets.
 ​ Twitter/X had the least influence (20%), indicating that text-based platforms are less
effective in driving impulse purchases compared to visually immersive ones.

These results confirm that the rise of influencer marketing and short-form video content has a
direct impact on shopping habits, as people tend to trust product recommendations from real
individuals rather than traditional ads.

Discussion

The findings from this study provide deep insights into impulse buying behaviors and instant
gratification tendencies, revealing how emotional, financial, and external factors interact to
influence purchasing decisions. The results indicate that impulse buying is primarily driven by
emotions rather than logical decision-making. Happiness and boredom emerged as the most
common triggers for unplanned purchases, supporting the hedonic motivation theory, which
suggests that people engage in shopping to seek pleasure. A significant portion of participants
reported making impulse purchases when feeling happy, as positive emotions create a sense of
openness to indulgence. Similarly, boredom was a strong trigger, aligning with past research
indicating that shopping provides novelty and excitement, particularly when individuals feel
unstimulated. Interestingly, stress and anxiety also contributed to impulse buying, reinforcing the
idea that shopping often serves as a coping mechanism for negative emotions. This highlights
how consumer decisions are not just about acquiring products but also about emotional
regulation, a concept that retailers take advantage of by designing engaging shopping
environments.
Gender differences were another notable aspect of impulse buying behavior. Women had a higher
average impulse buying score and reported greater regret after purchases, suggesting a stronger
emotional component in their purchasing decisions. This can be linked to gendered marketing
strategies, where women are more frequently targeted by discounted sales, visually appealing
advertisements, and promotions in fashion and beauty industries. Societal expectations regarding
self-care and personal appearance may also contribute to greater susceptibility to impulse
purchases among women. However, this does not imply that men do not engage in impulse
buying; rather, their purchases may be influenced by different factors, such as technology,
gaming, or hobby-related products. The role of financial awareness in impulse buying was also
evident in the study. Many participants only realized their regret when checking their bank
balance, highlighting a crucial disconnect between the moment of purchase and financial
awareness. Despite experiencing regret, the low rate of returning items suggests that most
impulse buyers accept their decisions rather than take corrective actions. This aligns with
cognitive dissonance theory, where individuals justify their past actions to avoid feeling regret,
convincing themselves that their purchase was necessary or valuable.
Another striking observation was the influence of digital payment methods on impulse
purchases. Credit cards and digital payments were the preferred modes of payment,
demonstrating that frictionless transactions reduce spending inhibition. The presence of Buy
Now, Pay Later (BNPL) services further shows how consumers are able to spend beyond their
means without immediate financial consequences. This supports the argument that when people
do not track their spending in real-time, they are more likely to overspend and regret it later.
Social media was also found to play a significant role in impulse buying, with Instagram
emerging as the biggest influencer due to its visually-driven content, influencer marketing, and
in-app purchase features. YouTube was another major influence, with participants relying on
product reviews and influencer recommendations before making a purchase. The impact of
social media goes beyond traditional advertising—it creates a sense of urgency and fear of
missing out (FOMO), which leads consumers to make spur-of-the-moment decisions based on
what they see trending online. This further blurs the line between necessity and impulse
spending, as many individuals buy products simply because they feel pressured by social trends
rather than personal need.
Retail strategies that encourage impulse buying were also evident in the study, as participants
reported that limited-time discounts, flash sales, and personalized recommendations influenced
their purchasing decisions. Many consumers admitted that seeing personalized ads made them
more likely to buy, demonstrating the power of AI-driven shopping experiences. The ease of
checkout processes, particularly with one-click payments and digital wallets, further reduced
barriers to completing purchases, making it easier for shoppers to act on impulse without
second-guessing. The study also explored whether impulse buyers experience regret or
satisfaction. While some participants reported immediate regret, a significant portion expressed
satisfaction with their impulse purchases, indicating that impulse buying is not always negative.
Purchases driven by boredom or stress were more likely to lead to regret, while those triggered
by happiness or excitement were often seen as justified self-rewards. This suggests that impulse
buying is a complex behavior that depends on individual financial situations and levels of
self-awareness.
The findings from this study have practical implications for both consumers and marketers.
Consumers can benefit from recognizing their emotional triggers and using strategies such as
tracking finances in real-time or delaying purchases to reduce impulsivity. Financial literacy and
budgeting apps may help mitigate the impact of impulse buying on personal finances. On the
other hand, marketers can use this understanding of psychological triggers to design more
effective campaigns, but in a way that promotes ethical consumer behavior rather than
exploitative urgency tactics. The overall insights suggest that impulse buying is not merely about
spending money—it reflects emotions, habits, and the environment in which shopping occurs.
By understanding the mechanisms behind impulse spending, consumers can develop better
financial habits, while businesses can create more ethical and responsible marketing strategies.

Chapter 5 Conclusion

The findings of this study highlight the intricate relationship between instant gratification and
impulse buying, emphasizing the strong influence of emotions, digital payment methods, social
media, and retail strategies on consumer behavior. It is evident that impulse buying is not merely
an act of spending but a psychological response shaped by mood, external stimuli, and financial
awareness. The study reinforces that emotions such as happiness, boredom, and stress
significantly drive impulse purchases, with many individuals justifying their spending
post-purchase to reduce feelings of regret. Additionally, the role of digital transactions and social
media in facilitating impulsive behavior cannot be overlooked, as frictionless payments and
persuasive marketing tactics contribute to unchecked spending habits.

While impulse buying is often viewed negatively due to its association with regret and financial
strain, it is not inherently harmful. When purchases align with personal satisfaction rather than
momentary urges, impulse buying can serve as a form of self-reward. However, the increasing
accessibility of online shopping, AI-driven recommendations, and one-click payment options
make it crucial for consumers to develop self-awareness and financial discipline. The study
suggests that while businesses will continue leveraging psychological triggers to drive sales,
there is a growing need for ethical marketing practices and consumer education to foster
responsible spending. Ultimately, understanding the mechanisms behind impulse buying
empowers individuals to make informed choices, balancing gratification with financial
well-being.
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VIII(XII), 3387–3398.
Chapter 7 Appendix

Invite sent to people for filling the form

The response got from participants

Introduction to the questionnaire