Buy Now, Think Later

This study explores the relationships between present bias, emotional reactivity and perceived digital advertising exposure in relation to impulse spending behaviour. The aim is to examine how these psychological factors and marketing perceptions are associated with impulsive consumer purchases. Using a quantitative survey design, data were collected from 617 UK‐based consumers who reported their tendencies toward impulse spending, emotional responses and exposure to personalised ads. The findings indicate that present bias is significantly associated with impulse spending, whereas emotional reactivity strengthens this relationship. Furthermore, perceived digital advertising exposure is associated with the relationship between present bias and impulse spending, highlighting its potential to reinforce impulsive tendencies. On the basis of these findings, the study recommends that businesses adopt ethical marketing strategies that address consumers’ psychological vulnerabilities, such as promoting responsible consumption and financial education. For consumers, it suggests the importance of emotional regulation and awareness of cognitive biases. The study contributes to the understanding of impulse spending by integrating cognitive, emotional and environmental factors, providing insights for businesses, policymakers and consumers to better understand impulsive spending behaviours

Cognition · Consumer behaviour · Consumer spending · Impulse (physics) · Perception · Survey data collection · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · COVID-19 Pandemic Impacts

• The Emotion Reactivity Scale

  Open Access•Matthew K Nock, Michelle M Wedig et al.•Behavior Therapy•2008

  Añadir item

• Doing It Now or Later

  Ted O'Donoghue, Ted O’Donoghue et al.•American Economic Review•1999

  Añadir item

• How livestreaming increases product sales

  Chun-Der Chen, Qun Zhao et al.•Behaviour and Information…•2022

  Añadir item

• Are Impulsive Decisions Always Irrational? An Experimental Investigation of Impulsive Decisions in the Domains of Gains and Losses

  Open Access•Renata M Heilman, Petko Kusev et al.•International Journal of…•2021

  Añadir item

• Eyes on the account size

  Open Access•Dianna R Amasino, Jack Dolgin et al.•Journal of Economic Psychology•2023

  Añadir item

• Normative Influences on Impulsive Buying Behavior

  Dennis W Rook, Robert J Fisher•Journal of Consumer Research•1995

  Añadir item