Micro-Moments and Online Consumption Impulse: A Qualitative Analysis in Older Women of Pakistan

This study investigates the phenomenon of micro-moments and the behavior of making impulsive purchases among elderly women. This study aimed to identify the many micro-moments that cause impulsive purchase behavior. These micro-moments include boredom, social comparison, and a desire for self-reward. The study was conducted using the Digital Practice Tracing methodology with five women aged 50 and older. In addition, the study investigates the elements that influence older women's tendency to make impulsive purchases. These factors include individual characteristics, situational aspects, and marketing stimuli. According to the findings, older women are more likely to engage in impulsive purchasing in some circumstances, particularly when exposed to marketing stimuli that play on their desire for self-reward. In addition, the study underscores the necessity for marketers to recognize the specific features of older women as consumers and modify their marketing strategies according to such traits.