Vol. 29 No. 2 (2025)
Articles

PSYCHOLOGY OF IMPULSE SHOPPING

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  • Desislava Rusenova
DOI: https://doi.org/10.7546/PsyRB.2025.28.02.08

Published 11/21/2025 — Updated on 05/04/2026

Keywords

  • impulse buying,
  • product categories,
  • motivation for online buying

How to Cite

Rusenova, D. (2026). PSYCHOLOGY OF IMPULSE SHOPPING. Psychological Research (in the Balkans), 29(2). https://doi.org/10.7546/PsyRB.2025.28.02.08

Copyright (c) 2025 Psychological Research (in the Balkans)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Impulsive purchases are growing rapidly in the modern world, which necessitates the need to study the phenomenon. The psychology of people during shopping is the basis of impulsive purchase decisions. There are a number of problems related to the study of impulsive shopping due to the lack of clarity about the nature of this type of consumer behavior, the models and methods of research and the factors that motivate people to make impulsive purchases. Based on the scientific literature in the field and the author’s research model, the first empirical study in Bulgaria was conducted. The article provides clarity on the psychology of impulsive shopping, discusses the problems related to the research of impulsive purchases and applies the results of the conducted study of online impulsive purchases among Bulgarian consumers.

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