Impulsive Buying in the Digital Age: Why Young Adults Are Most at Risk

The study examines how low self-control, targeted online advertisements, and social media networks contribute to impulsive buying among young adults. It highlights the need for better media literacy and self-control to mitigate impulsive purchases in digital environments.

A study by researchers from the Department of Social Sciences and Philosophy at the University of Jyvaskyla, Finland, explores how digital environments influence impulsive buying among young adults aged 18 to 29. The research, led by Jussi Nyrhinen, Anu Sirola, Tiina Koskelainen, Juha Munnukka, and Terhi-Anna Wilska, focuses on the impact of self-control, targeted online advertisements, and social networks on consumers’ purchasing behaviors. The study is grounded in the theory of planned behavior, which explores how individual beliefs, social norms, and perceived control affect human actions. Impulse buying, defined as the sudden urge to purchase without prior intention or planning, has been increasingly facilitated by the convenience of online shopping. The growing integration of targeted advertisements and the rise of social media have contributed to the ease with which consumers, particularly young adults, make spontaneous purchases.

Young Adults and Their Susceptibility to Impulse Buying

The research involved a large-scale survey of 2,318 respondents in Finland, focusing on individuals between the ages of 18 and 29. This age group was chosen because young people are not only more active online but also more susceptible to the influence of social media and online marketing. Younger consumers are more exposed to peer influence and digital advertising, which makes them particularly vulnerable to impulse buying tendencies. The study suggests that lower levels of self-control are a critical factor in facilitating impulsive purchases. Individuals with lower self-control are more likely to make hasty buying decisions, especially when they are exposed to personalized advertisements or product recommendations on social media platforms. These digital stimuli often bypass the consumer’s long-term goals or ideals, leading to purchases driven by instant gratification.

Self-Control and Its Role in Digital Shopping Habits

The findings of the study reveal that self-control plays a dual role in impulsive buying. On one hand, low self-control directly encourages impulsive buying. On the other hand, low self-control indirectly fosters impulsive purchases by making consumers more receptive to targeted advertisements and more likely to act on social media product recommendations. The researchers explain that targeted advertising, which uses algorithms to present personalized ads based on users’ browsing habits, heightens the chances of impulse purchases. When consumers perceive advertisements as relevant or personalized, they are more likely to make unplanned purchases. This effect is amplified in social media environments where peer influence, recommendations, and product endorsements create a social pressure to follow trends or purchase items that appear popular within their networks.

The Impact of Social Media on Consumer Behavior

Social media networks foster what the researchers call “the impulsiveness of social networks,” a phenomenon where individuals are more likely to make impulsive purchases based on the opinions, behaviors, or endorsements of people within their social circles. This impulsiveness is particularly significant among young adults who spend more time on platforms like Instagram, Facebook, or TikTok. These platforms not only provide a continuous flow of information about products but also create subjective norms around consumption, which can lead young people to believe that purchasing certain items is socially desirable or expected.

How Targeted Advertising Influences Impulsive Buying

The study also highlights the importance of attitudes toward targeted advertising. Consumers who have a positive attitude toward personalized ads are more likely to engage in impulse buying. This is partly because such consumers see these ads as useful or relevant, leading them to act on the suggestions provided in the advertisements. The positive disposition toward targeted ads is further linked to greater susceptibility to social media influences. In other words, consumers who are more accepting of targeted advertising are also more prone to follow product recommendations and displays on social media platforms, leading to impulsive purchases. The researchers also emphasize that young consumers are particularly vulnerable to this type of advertising because they are still in the process of developing financial independence and may not fully understand the long-term consequences of impulsive buying behaviors.

The Need for Media Literacy and Financial Education

One of the critical implications of the study is the need for stronger media literacy and financial education among young consumers. The researchers suggest that teaching young people how to resist the persuasive tactics used in online advertisements and social media can help them develop better self-control and make more informed purchasing decisions. Additionally, enhancing digital skills and financial literacy can help young consumers recognize when they are being targeted by personalized ads and how these ads may influence their behavior. The study also highlights the importance of self-control in preventing impulse buying. Developing strategies to strengthen self-control, such as delaying purchases or being more critical of online advertisements, can reduce the likelihood of impulsive buying. Overall, the study provides valuable insights into the psychological mechanisms behind impulse buying in digital environments and suggests practical ways to mitigate its negative effects, particularly for younger consumers who are most susceptible to the influence of online marketing and social media. The findings underline the importance of further research into how digital platforms shape consumer behavior and the need for targeted interventions to prevent impulsive buying and its associated financial risks.