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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 status, confidence, or lifestyle alignment. Limited-time deals intensify this effect by creating a sense of urgency that overrides rational evaluation. Perceptual _________ _________ _________ ______ ________.
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