Advanced International Journal for Research

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The Emotional Impact of an Impulse Purchase

Author(s) Ms. Advika Menon, Ms. Prerna Raghuraman
Country India
Abstract Impulse buying is a widespread consumer behaviour driven largely by emotional rather than rational processes. This paper explores the role of emotional factors such as fear of missing out (FOMO), pleasure, and regret. Showing how these emotional factors drive impulsive purchasing decisions, and examining how social media intensifies these emotional influences. Prior research indicates that impulse buying occurs when emotional desires for immediate gratification override powerful cognitive control, especially under heightened emotional states, such as stress or excitement. Social media platforms further amplify impulsivity by stimulating emotional arousal, reinforcing social comparisons and creating a perceived urgency to avoid missing out. Evidence from platforms like Pinterest shows that a significant proportion of users make purchases shortly after exposure to online content, highlighting the power of the digital environment in triggering spontaneous buying. The review also differentiates between positive emotional drivers, such as pleasure and arousal, which increase impulse and negative post-purchase emotions like regret and guilt, which commonly arise when product performance fails to meet their expectations. Regret is associated with cognitive dissonance, reducing satisfaction and decreasing the likelihood of repurchase. Collectively, the findings show that emotional experiences intensified by social media, exposure, and moderated by emotional intelligence, play a central role in both motivating impulsive purchases and shaping their psychological consequences.
Keywords emotional factors, fear of missing out (FOMO), pleasure, regret, social media, purchasing decisions, Emotional regulation, cognitive dissonance, affective decision-making.
Field Sociology > Journalism / Media
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-01-21
DOI https://doi.org/10.63363/aijfr.2026.v07i01.2956
Short DOI https://doi.org/hbk6z3
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