Buy Now, Think Later: The Role of Behavioural Biases in Impulse Spending

ABSTRACT This study explores the relationships between present bias, emotional reactivity and perceived digital advertising exposure in relation to impulse spending behaviour. The aim is to examine how these psychological factors and marketing perceptions are associated with impulsive consumer purchases. Using a quantitative survey design, data were collected from 617 UK‐based consumers who reported their tendencies toward impulse spending, emotional responses and exposure to personalised ads. The findings indicate that present bias is significantly associated with impulse spending, whereas emotional reactivity strengthens this relationship. Furthermore, perceived digital advertising exposure is associated with the relationship between present bias and impulse spending, highlighting its potential to reinforce impulsive tendencies. On the basis of these findings, the study recommends that businesses adopt ethical marketing strategies that address consumers’ psychological vulnerabilities, such as promoting responsible consumption and financial education. For consumers, it suggests the importance of emotional regulation and awareness of cognitive biases. The study contributes to the understanding of impulse spending by integrating cognitive, emotional and environmental factors, providing insights for businesses, policymakers and consumers to better understand impulsive spending behaviours.