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Pure & Applied Psychology Research Insights

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About : Pure & Applied Psychology Research Insights is a bi-anuual, peer-reviewed, national e-journal dedicated to publishing high-quality research in all areas of psychology. It serves as a platform for scholars, practitioners, and researchers to share their insights and discoveries in both theoretical Read more

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Relationship between Impulse Buying and Instant Gratification Tendencies

  • Akshi Verma* Akshi Verma Corresponding author Amity School of Economics, Amity institute of psychology and allied sciences. India ,  
  • Adhvika Sharma Adhvika Sharma Amity School of Economics, Amity institute of psychology and allied sciences India ,  
  • Khushi Garkoti Khushi Garkoti Amity School of Economics, Amity institute of psychology and allied sciences India
Received: April 02, 2025
Accepted: May 02, 2025
Published: June 06, 2025
Volume: 1 (1) | Page: 30-50

Abstract

This study explores the psychological and behavioural connections between instant gratification tendencies and impulse buying, particularly within digital consumer behaviour. It highlights the impact of emotional triggers, digital marketing strategies, and seamless transaction methods on impulsive purchasing decisions. Using a quantitative correlational design, an online survey was conducted with 300 participants aged 18–35. The analysis, employing descriptive statistics, Pearson correlation, and regression techniques, revealed a strong positive correlation (r = 0.72, p < 0.01) between instant gratification tendencies and impulse buying behaviour. Key external influences included social media advertisements (65%) and limited-time discounts (69%), both of which significantly heightened impulsive purchases. Gender differences emerged, with female respondents displaying higher impulse buying tendencies (M = 3.1) and experiencing greater post-purchase regret than males (M = 2.4). Emotional states, particularly happiness (72%) and boredom (65%), were primary triggers, while frictionless payment methods such as credit cards (67%) reduced spending inhibitions. Additionally, cognitive dissonance played a crucial role, as 55% of participants reported experiencing regret only after reviewing their finances, though reversals of purchases remained infrequent. Instagram (78%) was identified as a dominant platform influencing impulse decisions through targeted marketing and influencer promotions. The study emphasises the need for enhanced financial literacy to improve self-regulation and calls for ethical marketing practices that balance corporate goals with consumer well-being. These insights contribute to a deeper understanding of digital-age consumer psychology, providing valuable guidance for individuals and businesses navigating modern consumption patterns.

Keywords: impulse buying, instant gratification, digital consumer behaviour, social media marketing, emotional triggers, financial literacy, ethical marketing

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