Advanced International Journal for Research

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Volume 7 Issue 2
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From Rational Comparison to Impulsive Choice: Experimental Evidence of Present Bias in E-commerce

Author(s) Ms. Krisha Chintal Rohith
Country India
Abstract Digital marketing increasingly relies on time-limited discounts, instant cashback, and frictionless purchasing tools to accelerate buying decisions. Such strategies may capitalise on present bias, a behavioural tendency explained by hyperbolic
discounting, where individuals disproportionately value immediate rewards over
larger delayed benefits. Understanding how this bias shapes online purchasing
behaviour is essential for both marketing strategy and consumer welfare.
A quantitative survey-based experimental design was employed using a structured online questionnaire distributed across multiple age groups (below 16, 16–17, 18–19, and 20+ years) with varied online shopping frequencies. Participants evaluated controlled hypothetical scenarios requiring a choice between smaller immediate discounts (e.g., 10% today) and larger delayed benefits (e.g., 20–30% after 7 or 30 days), with constant time gaps. Variables included reward preference, decision time, reactions to urgency cues, frequency of unplanned purchases, decision style, and perception of marketing intent. Descriptive statistical analysis examined the distribution of preferences and behavioural trends. Findings reveal a strong preference for immediate rewards, indicating present bias. Urgency mechanisms such as countdown timers and flash sales triggered accelerated decision-making, often within one to five minutes or less. Digital features—including single-click purchase options, algorithm-based suggestions, and social media endorsements were reported to increase purchase likelihood. Although many participants expressed satisfaction, instances of regret and uncertainty suggest post- purchase reflection. Notably, awareness of marketing intent did not eliminate
immediate preference shifts [35], [10] [32].
Keywords Intertemporal choice, Behavioural economics, Online consumer behaviour, Impulse buying, Time-limited promotions, Urgency cues, Choice architecture.
Field Business Administration
Published In Volume 7, Issue 2, March-April 2026
Published On 2026-03-12
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E-ISSN 3048-7641
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