Effects of disgust on impulsivity of consumers on an online platform

Abstract

This study explores the effect of disgust, a negatively valenced emotion, on impulsive buying behavior in online shopping environments. Disgust, often considered an evolutionary response to avoid harmful stimuli, can influence psychological processing and decision-making. Using a within-subject design, 55 participants were exposed to three mood conditions — neutral, positive, and disgust-inducing — to examine how these emotional states affected their choices between hedonic and utilitarian products. The findings suggest that participants were more likely to make quicker and more impulsive decisions, particularly for hedonic items, when they were in a negative/disgusted mood. A two-factor ANOVA showed a significant interaction between mood and product type, indicating that emotional state had a stronger effect on hedonic choices than utilitarian ones. These results add to the understanding of how emotional states can influence consumer behavior, especially in online settings where quick decisions are often encouraged. The study highlights the importance for marketers to consider emotional factors in the design of digital shopping experiences.