The Hungry Calls: The Influence of Push Notification on Impulse Buying from Food Delivery Apps

Consumer lifestyles in India have undergone significant changes, shifting from primarily home-cooked meals to the widespread use of food delivery applications. This transition has altered purchasing behaviors from intentional, planned choices to impulsive, spontaneous actions, a trend further intensified by well-timed and personalized push notifications. These notifications not only capture consumer interest but also affirm needs through immediate feedback, making it crucial to explore the psychological and behavioral mechanisms that underpin digital consumption. This chapter utilizes the Stimulus-Organism-Response (S-O-R) theoretical framework to examine how the language of messages, keyword choices, timing, frequency, and personal relevance affect online food ordering behavior. Eighteen research propositions are presented to enhance the S-O-R model within the realm of mobile notifications, emphasizing the distinction between emotional and cognitive triggers and assessing their respective influences on purchasing decisions. By merging psychological theory with modern digital marketing strategies, this research provides a thorough approach to crafting persuasive and contextually appropriate push notifications. The results aim to deepen the theoretical comprehension of digital consumer behavior while offering practical insights for improving engagement, nurturing consumer-brand relationships, and promoting sustained growth in digital commerce.