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Rein it in. Nudge-based interventions to cope with online impulse buying among young adults

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  • Marco Mandolfo

    (Politecnico di Milano, Department of Management, Economics and Industrial Engineering, Milan, Italy)

Abstract

Impulse buying represents a relevant behavioural phenomenon in the e-commerce environment both in economic and social terms. In this context, young adults embody an acknowledged portion of online impulse buyers. Although a single impulse purchase does not pose real risks for the individual, excessive impulse buying has a significant weight on social welfare. This research discusses possible nudge-based interventions for immediate coping with online impulse buying. Starting from an outline of the core factors that typify impulse purchasing, the paper introduces three different interventions in the form of nudges, namely designing for interactional friction, engaging in distraction, and the timely provision of feedback. Lastly, the research discusses the implications for online retailers and policymakers in terms of collaborative approaches to foster consumer trust, enhance brand reputation, reduce logistics costs, and promote public support.

Suggested Citation

  • Marco Mandolfo, 2022. "Rein it in. Nudge-based interventions to cope with online impulse buying among young adults," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 6(S1), pages 59-66, July.
    • Handle: RePEc:beh:jbepv1:v:6:y:2022:i:s1:p:59-66
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    impulse buying; impulsivity; nudge; coping strategy; consumer behaviour;
    All these keywords.

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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