Online Impulse Buying and Cognitive Dissonance: Examining the Effect of Mood on Consumer Behaviour

Consumers' beliefs and attitudes towards online sales influence buying behavior, but emotions experienced while browsing an e-commerce website can moderate this impact. Impulse buying is influenced by factors such as the stimulating platform and ease of clicking on the cart. After an online impulse buy, customers may regret the purchase and look for reasons to justify their choices, leading to cognitive dissonance. This book offers a deep investigation into online impulse buying and cognitive dissonance, with a research case study of millenials shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance.

Format: Paperback / softback
Length: 99 pages
Publication date: 13 February 2022
Publisher: Springer Nature Switzerland AG

Consumers' beliefs and attitudes towards online sales have a significant impact on their buying behavior on the internet. However, the direct influence of these thoughts and beliefs on the decision to make an online purchase is not always straightforward. It can be moderated by the emotions experienced while browsing an e-commerce website. One such factor that influences impulse buying is the stimulation and ease of use of the e-shopping platform. For example, the visual appeal, layout, and functionality of a website can all contribute to a stimulating shopping experience, increasing the likelihood of impulse purchases. Additionally, the ease of clicking on the cart and adding a product to one's cart can also trigger impulse buying, particularly for items such as smartphones, which are often sought after and considered a quick and convenient purchase.

However, what happens after an online impulse buy is made? Often, customers may regret their purchase and experience anxiety, searching for reasons to justify their choices. This phenomenon is known as cognitive dissonance, and certain individuals are more sensitive to it than others.

This book offers a comprehensive investigation into online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millennials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, yet simple and synthetic framework of impulse buying, cognitive dissonance, and positive affect state, highlighting their relationships.

The authors begin by discussing the concept of impulse buying and its prevalence in the online shopping environment. They explain that impulse buying is characterized by a quick and impulsive decision-making process, often driven by emotions and external stimuli. The authors then explore the factors that influence impulse buying, including the stimulation and ease of use of e-shopping platforms, the influence of social media and peer pressure, and the role of personal characteristics such as impulsivity and risk-taking.

Next, the authors turn their attention to cognitive dissonance and its impact on online impulse buying. They explain that cognitive dissonance occurs when individuals hold two or more conflicting beliefs or attitudes at the same time. In the context of online impulse buying, customers may experience cognitive dissonance when they realize that their purchase may not have been the best decision or may not align with their values or goals. The authors discuss the various strategies that consumers use to reduce cognitive dissonance, including justification, discounting, and seeking social support.

The book also explores the relationship between impulse buying, cognitive dissonance, and positive affect state. The authors argue that an initial positive state, such as excitement or pleasure, can reduce the onset of cognitive dissonance in consumers. They provide evidence from previous research that positive emotions can enhance the enjoyment and satisfaction of shopping, leading to less impulse buying and more thoughtful decision-making.

To support their arguments, the authors present a research case study of a group of millennials who are shopping for smartphones. The study involves a series of surveys, interviews, and observations to collect data on the participants' beliefs, attitudes, emotions, and decision-making processes. The authors use statistical analysis to examine the relationships between impulse buying, cognitive dissonance, and positive affect state.

The findings of the research case study provide valuable insights into the factors that influence online impulse. Impulse buying, cognitive dissonance, and positive affect state. The authors conclude by discussing the implications of their findings for retailers and marketers, highlighting the importance of designing an e-shopping platform that is stimulating and easy to use, providing clear and informative product descriptions, and creating a sense of urgency and scarcity to encourage impulse buying.

In conclusion, consumers' beliefs and attitudes towards online sales significantly influence their buying behavior on the internet. However, the direct impact of these thoughts and beliefs on the decision to make an online purchase is not always straightforward. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying, in particular, is influenced by a number of factors, including how stimulating the e-shopping platform is and how easy it is to click on the cart a certain product. After an online impulse buy is made, customers may regret their purchase and experience anxiety, looking for reasons to justify their choices. This phenomenon is known as cognitive dissonance, and certain individuals are more sensitive to it than others. This book offers a deep investigation into online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, yet simple and synthetic framework of impulse buying, cognitive dissonance, and positive affect state, highlighting their relationships. The findings of the research case study provide valuable insights into the factors. Impulse buying, cognitive dissonance, and positive affect state. The authors conclude by discussing the implications of their findings for retailers and marketers, highlighting the importance of designing an e-shopping platform that is stimulating and easy to use, providing clear and informative product descriptions, and creating a sense of urgency and scarcity to encourage impulse buying.

Weight: 159g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030659257
Edition number: 1st ed. 2021