The Impulse Engine: A Theoretical Framework Analysing Gen Z's Impulse Buying of Electronics in Online Marketplaces

Priyanka Pegu Narah

doi:10.36948/ijfmr.2025.v07i03.46879

The Impulse Engine: A Theoretical Framework Analysing Gen Z's Impulse Buying of Electronics in Online Marketplaces

Author(s)	Dr. Priyanka Pegu Narah
Country	India
Abstract	This theoretical paper develops “The Impulse Engine Framework” to analyse Generation Z’s impulsive buying of electronics in online marketplaces. Integrating the Stimulus-Organism-Response (S-O-R) paradigm with dual-process theory, the paper reveals how digital platforms engineer impulse behaviours through three synergistic mechanisms: Cognitive short-circuiting via frictionless interfaces (e.g., one-click checkout reduces deliberation by 68%) and neuroscientific tuned stimuli (scarcity popups trigger amygdala responses 200ms faster in Gen Z brains); Identity capitalism transforming electronics into social tokens (e.g., AirPods as status markers), amplified by influencer-driven tribal belonging; Asymmetric neuro-marketing creating dopaminergic loops (personalized nudges → impulse purchase → guilt → renewed browsing). The key findings indicate Gen Z’s neurobiological susceptibility (300% stronger nucleus accumbent activation during impulse purchases), psychological vulnerabilities (smartphone addiction depletes prefrontal activity by 17%; 8.3× higher BNPL debt penetration with low financial literacy), and platform exploitation of these traits (short-form video commerce drives 71% of Southeast Asia’s impulse market). We conclude this ecosystem constitutes a zero-sum game: Gen Z trades financial well-being for ephemeral social capital while platforms monetize cognitive biases. The paper advances theory by identifying dual arousal/pleasure mediation pathways and proposes stakeholder-specific solutions: • Platforms: Ethical friction (e.g., cooling-off periods) • Policymakers: BNPL debt ceilings (max 15% income) • Consumers: Digital hygiene protocols • Researchers: Neuroethics guidelines for metaverse commerce.
Keywords	impulse buying, Generation Z, e-commerce, neuromarketing, cognitive psychology, buy-now-pay-later (BNPL), digital consumption.
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-01
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.46879
Short DOI	https://doi.org/g9m2cp

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The Impulse Engine: A Theoretical Framework Analysing Gen Z's Impulse Buying of Electronics in Online Marketplaces

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