The Phenomenon of Post-Purchase Buying: A Critical Analysis of Theories and Empirical Findings in Consumer Psychology

Abstract

The study titled "The Phenomenon of Post-Purchase Buying: A Critical Analysis of Theories and Empirical Findings in Consumer Psychology" examines the feelings and thoughts that cause regret after making a purchase. It explores how individuals behave during online shopping, especially when exposed to modern marketing methods such as time-sensitive offers, content-based advertisements, and interactive product displays that can prompt immediate buying decisions. The research conducts a systematic review of fifteen articles published between 2017 and 2025. These articles discuss topics like impulsive buying, following trends, exposure to digital content, and emotional intelligence. The findings indicate that making quick purchases is associated with greater regret later on, particularly when influenced by trends, a sense of missing out, or high levels of visual input. In contrast, emotional intelligence is found to lower the likelihood of unplanned purchases. The study emphasizes the importance of understanding how the mind influences buying behavior to better manage urges and advocates for education on emotions and financial decisions to support more thoughtful purchasing choices.