International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 7 Issue 3
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The Biases that Influence Jewellery Purchasing Decisions

Author(s) Arjun Shah
Country India
Abstract This research explores how cognitive biases shape purchasing behavior in jewellery markets. This paper will specifically investigate the influence of these biases: anchoring, scarcity, bandwagon, and status quo. Utilizing established theories and claims from scholarly literature regarding behavioral economics and psychology, this study analyzes how these heuristics are applied in consumer decision-making and strategically leveraged by jewellery brands. Using case studies and secondary research from industries with similar consumer dynamics, the paper contextualizes these biases within the emotional and symbolic nature of jewellery consumption. Furthermore, a small survey of Indian consumers provides insight into how individuals perceive the influence of these biases in real-world purchasing scenarios. While the survey data is limited in scope, it offers a valuable supplement to the theoretical discussion. Overall, this study’s findings reflect on the ways in which the selected biases impact consumerism towards jewellery. The survey also highlights how the biases do not operate uniformly across consumers or contexts but play a significant role in shaping attitudes toward value, exclusivity, and brand loyalty within this sector.
Keywords Anchoring Bias, Assimilation, Bandwagon Effect, Brand Heritage, Cognitive Biases, Conformity, Conspicuous Consumption, Consumerism, Heuristics, Luxury Goods, Scarcity Bias, Status Quo Bias, System 1 Thinking, System 2 Thinking
Field Sociology > Economics
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-05-11
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E-ISSN 2582-2160
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