Click, Buy, Regret: How E-Commerce's Big Billion Sales Plays with Your Mind

With major e-commerce platforms such as Amazon and Flipkart preparing for the Big Billion Day sales, psychiatrists and behavioral experts are highlighting how these events influence consumer psychology. Dr. Devashish Palkar, MD Psychiatry and PGDCH, recently explained in an Instagram reel, how companies employ specific marketing techniques to affect decision-making during such sales.

Psychological Mechanisms in Play

According to Dr. Palkar, three main strategies drive impulsive purchasing:

1. Scarcity and Urgency Effect
Shoppers are repeatedly exposed to messages such as “Only two items left” or “Sale ends tonight.” This creates a sense of fear of missing out (FOMO) and urgency, which can override rational decision-making and trigger impulsive buying. Research in consumer psychology confirms that perceived scarcity increases the perceived value of products and accelerates purchase decisions. ^[1]

2. Anchoring Effect
Price anchoring occurs when a product is first shown at a higher price and then “discounted.” For example, an item listed as ₹50,000 but offered at ₹39,999 may give the impression of a large saving. In reality, the reduction is smaller, and original prices are sometimes inflated. This tactic exploits the human tendency to rely heavily on the first number seen (“the anchor”) when evaluating value.

3. Social Proof Effect
Extensive advertising through influencers, billboards, and media builds a perception that everyone is participating in the sale. Humans, as social beings, are influenced by group behavior, making individuals more likely to join in large-scale events. Studies show that social proof strongly impacts online purchase intentions. ^[2]

Strategies to Minimize Impulsive Purchases

Dr. Palkar also outlined methods to counteract these psychological triggers:

• Pause Rule: Ask whether you would buy the product at full price, outside the sale.

• Wish List Rule: Add desired items to a list and revisit them after several hours; purchase only if the need persists.

• Budget Rule: Decide a spending limit beforehand and avoid exceeding it.

Public Health Relevance

While promotional campaigns boost sales, unchecked consumer spending can lead to financial stress, which in turn is linked to anxiety and reduced well-being. Understanding these psychological effects can help consumers make deliberate choices and avoid unnecessary purchases.

Recent academic research supports many of these observations:

Social Media’s Influence on Shopping Intentions

A quantitative study (283 respondents) on consumer behaviour in Sri Lanka found that social media usage significantly influences online purchase intention, mediated by content engagement. In other words: seeing posts, interacting with them, liking or sharing makes consumers more likely to want to buy something online. ^[2]

Impulse Buying and External Triggers

A systematic integrative review focused on psychological and environmental factors driving online impulse buying found that external stimuli such as limited-time discounts, flashy layouts, promotional messages, urgency cues can strongly trigger emotional rather than rational buying decisions. Factors such as materialism, boredom, positive emotional states, and habit influence how people respond to these stimuli. ^[2]

Compulsive Shopping and Social Media

Another recent study observed that social media content is positively associated with compulsive shopping behaviour. Frequent exposure to advertisements and peer content can worsen impulse behaviour among vulnerable individuals. ^[1]

Conclusions & What Consumers Can Know

Research confirms that many of these marketing techniques are not just anecdotal but have measurable, scientifically observed effects. Urgency, social proof, emotional triggers, and content engagement all increase the likelihood of impulsive buying online. Awareness of these can help people recognize when they are being nudged toward impulse purchases.

References:

1. Jameel, Arif, Majed M. M. A. Saddeeq, Aysha Alghamdi, and Fatema Almusharafi. “Exploring the Impact of Social Media Sites on Compulsive Shopping Behavior: The Mediating Role of Materialism.” Psychology Research and Behavior Management 17 (2024): 171-185. https://doi.org/10.2147/PRBM.S442193. PMCID: PMC10799573.

2. Nasiketha, Saravanapavan, Jacquline Tham, and Ali Khatibi. “The Influence of Social Media on Consumer Online Shopping Intention.” International Journal of Religion 5, no. 6 (2024): 39-49. https://doi.org/10.61707/nw9qwt19

3. Fahad Ali, Dr. Huma Maqsood, and Dr. Qaiser Janjua. "Psychological Triggers in Online Shopping: The Influence of Scarcity, Urgency, and Personalization on Consumer Buying Behavior." The CRSSS Journal 5, no. 1 (2025): 1-15. https://thecrsss.com/index.php/Journal/article/view/443.

(Rh/Eth/TL)