IGNOU MNM 22 2026 - During major online sales events (such as Amazon Great Indian Festival

Question

During major online sales events (such as Amazon Great Indian Festival or Flipkart Big Billion Days), consumers often make impulsive or regret-based purchases.

Analyse this behaviour by linking individual psychological factors and situational influences, and discuss how marketers design communication to trigger such buying decisions.

(Relevant Units: Unit 5 - Personality & Self Concept; Unit 6 - Perception; Unit 16 - Purchase & Post-purchase Behaviour)

06 Jan 2026

Answer :

Word Count : 423

During major online sales events, impulsive and regret-based purchases emerge from the interaction of individual psychological factors and powerful situational influences. From the perspective of personality and self-concept, consumers often seek instant gratification and symbolic value through consumption. Individuals with traits such as high impulsiveness, low self-control, or a strong need for social approval are more likely to engage in unplanned buying. The self-concept plays a role when consumers perceive discounted branded products as extensions of their ideal self, believing that ownership will enhance status, confidence, or lifestyle alignment. Limited-time deals intensify this effect by creating a sense of urgency that overrides rational evaluation. Perceptual processes further shape this behaviour. During sales events, consumers are exposed to information overload, flash banners, countdown timers, and highlighted discounts, which selectively capture attention. Price perception is distorted through reference pricing, where a higher “original price” makes the discounted price appear as a substantial gain, even

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