How Impulsivity Affects Decision Making in Online Shopping?

Abstract

Impulsivity can be defined as a comprehensive construct that encompasses characteristics such as action without prior conscious judgment, action with less prudence, risk taking and quick decision. It is a complex phenomenon and can be characterized as a set of cognitive and behavioral patterns that lead to short, medium and long-term losses and can be presented in four distinct constructs, namely: urgency; lack of forethought; lack of persistence and sensation-seeking. With the advancement of technology and access to virtual environments, companies are developing tools to engage consumers and create behavioral strategies that influence decision-making at the time of purchase. The research focuses on understanding how impulsiveness is related to decision making regarding consumption. The objective is to analyze the correlations between individuals with the highest impulsivity score and the number of online purchases according to the four impulsivity constructs, to verify how the low or high price of goods affects the volume of online purchases and whether gender and socioeconomic characteristics interfere in the consumption/impulsivity relationship. The research is cross-sectional, exploratory, consisting of the investigation and analysis of data collected with a sample of 500 participants, neurotypical in the age group of 18-59 years. It will be carried out via an online platform, the following instruments will be used: Impulsive Behavior Scale (UPPS-P), Social Desirability Scale; Socioeconomic Questionnaire; Self-Report Inventory for Adults - 18/59 years old (ASR - 18/59 years old); and the Consumption Questionnaire that will be prepared for this research and then submitted to 6 expert judges with a degree of agreement of ≥80%, to verify: accuracy, sensitivity and specificity in measuring the behavior of compulsive consumption compared to questions of impulsivity and the relationships between sex and income characteristics in impulsive consumption behaviors.