Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Psychological Analysis of Impulse Buying through Emotion Mining

Document Type : The scientific research paper

Authors
Seyed Mohammad Sadegh Milani Hoseini 1
Niloufar Baghdadi 2
1 PhD in Business Management, Department of Business Management, University of Tehran, Tehran, Iran and Department of Management, University College of Nabi.
2 Master of Psychology of Exceptional Children, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
JABM.3.2.15564.35125656565035
Abstract
This research aims to provide a psychological analysis of consumers’ impulse buying behavior in digital environments, with a particular focus on the application of emotion mining. Employing a mixed-method (qualitative-quantitative) approach, the study initially identifies key dimensions of online impulse buying through semi-structured interviews with experts in consumer psychology and data mining. Findings reveal that environmental factors such as user experience design, time-limited messages, and personalization play a pivotal role in triggering impulse buying by eliciting specific emotions like excitement, joy, anxiety, and fear of missing out (FOMO). Subsequently, behavioral and textual data from over 15,000 users of online sales platforms were analyzed using advanced sentiment analysis algorithms (e.g., BERT and GPT). Results demonstrate that the intensity of emotional states, especially FOMO, is significantly associated with the frequency and speed of impulse purchases, and machine learning models can predict impulse buying behavior with high accuracy. Additionally, the study finds that users with lower self-control and less online shopping experience are most vulnerable to emotional triggers and impulsive buying. On the other hand, although emotion mining is a valuable tool for improving customer experience and marketing effectiveness, its commercial use without ethical considerations can lead to shopping addiction and consumer dissatisfaction. By presenting an integrated data-driven and psychological model, this research recommends that policymakers, businesses, and researchers leverage AI capabilities while prioritizing ethical considerations and consumer protection to guide digital purchasing toward sustainable satisfaction and mental well-being.
Keywords
Impulse buying
emotion mining
artificial intelligence
sentiment analysis
consumer behavior
FOMO
digital environment
self-control
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Journal of Intelligent Marketing Management
Volume 5, Issue 4 - Serial Number 26
Autumn 2024
Pages 424-439

  • Receive Date 18 October 2024
  • Revise Date 11 November 2024
  • Accept Date 21 December 2024