Question
During major online sales events (such as Amazon Great Indian Festival or Flipkart Big Billion Days), consumers often make impulsive or regret-based purchases.
Analyse this behaviour by linking individual psychological factors and situational influences, and discuss how marketers design communication to trigger such buying decisions.
(Relevant Units: Unit 5 - Personality & Self Concept; Unit 6 - Perception; Unit 16 - Purchase & Post-purchase Behaviour)
Answer :
Word Count : 423
During major online sales events, impulsive and regret-based purchases emerge from the interaction of individual psychological factors and powerful situational influences. From the perspective of personality and self-concept, consumers often seek instant gratification and symbolic value through consumption. Individuals with traits such as high impulsiveness, low self-control, or a strong need for social approval are more likely to engage in unplanned buying. The self-concept plays a role when consumers perceive discounted branded products as extensions of their ideal self, believing that ownership will enhance _______ _______ _____ _________ _________ ___ ___ ___ _____ _________ _____ ________.
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During major online sales events, impulsive and regret-based purchases emerge from the interaction of individual psychological factors and powerful situational influences. From the perspective of personality and self-concept, consumers often seek instant gratification and symbolic value through consumption. Individuals with traits such as high impulsiveness, low self-control, or a strong need for social approval are more likely to engage in unplanned buying. The self-concept plays a role when consumers perceive discounted branded products as extensions of their ideal self, believing that ownership will enhance _______ _______ _____ _________ _________ ___ ___ ___ _____ _________ _____ ________.
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