Add-to-Cart Trap: Online Spending Study

Caught in the Add-to-Cart: A Quantitative Study on Instant Gratification, Social and Peer Pressure, and Self-Control in Online Spending Among 2nd Year BA Students of CvSU–Imus Campus Across Four Specializations.

Proposed Marketing Research Proposal Group Members: NUNEZ, JOHN DANIEL M., BANDIES, ZAYNE CRISTOPHER R., SAYSON, XADRIX C. | Subject: MKTG 2A | Professor: Dr. Rosario B. Gumban.

The presentation agenda outlines key sections of a marketing research proposal, starting with the proposed title and statement of problems, followed by target respondents with scope and limitations. It then covers research design and theoretical framework, a review of related literature featuring over 25 citations, and concludes with references in APA 7th Edition format.

Presentation Agenda

1. Proposed Marketing Research Title
2. Statement of the Problems
3. Target Respondents – Scope and Limitation
4. Research Design – Theoretical Framework
5. Review of Related Literature

Includes 25+ citations

6. References in APA 7th Edition

This slide serves as a section header titled "(a) Proposed Marketing Research Title," introducing the main topic of the presentation. The subtitle outlines the research focus: "Caught in the Add-to-Cart: Instant Gratification, Social Pressure, and Self-Control in Online Spending."

(a) Proposed Marketing Research Title

(a)

Proposed Marketing Research Title

Caught in the Add-to-Cart: Instant Gratification, Social Pressure, and Self-Control in Online Spending

Students face rising online spending fueled by instant gratification and peer pressure, leading to impulsive e-commerce purchases and a lack of self-control that exacerbates uncontrolled buying behaviors. Preliminary statistics indicate that 70% of student purchases are impulse-driven, resulting in increasing financial strain from unchecked digital shopping habits.

(b) Statement of the Problems

• Rising online spending among students driven by instant gratification.
• Peer pressure influences impulsive purchases in e-commerce.
• Lack of self-control exacerbates uncontrolled online buying behaviors.
• Preliminary stats: 70% of student purchases are impulse-driven.
• Increasing financial strain from unchecked digital shopping habits.

The slide outlines the target respondents as second-year Bachelor of Arts students at CvSU-Imus Campus, covering four specializations including Marketing and Psychology. It specifies the scope as a quantitative survey with 200 participants, while noting limitations such as findings being campus-specific and vulnerable to self-report bias.

(c) Target Respondents – Scope and Limitation

The slide outlines a quantitative, correlational research design that investigates relationships between instant gratification, social pressure, self-control, and online spending, using structured surveys collected from 2nd-year BA students across four specializations at CvSU–Imus Campus. It also presents a theoretical framework based on the Theory of Planned Behavior, linking attitudes, norms, and control to intentions, with a conceptual model showing instant gratification driving spending moderated by self-control, highlighted by key variables and pathways for clarity.

(d) Research Design – Theoretical and Conceptual Framework

The slide reviews literature on how instant gratification in online shopping triggers dopamine release and impulsive buying behaviors, as supported by studies from Higgins (2019), Rook (1987), Baumeister (2002), and Vohs (2008). It further explores the role of social media's quick feedback loops, low self-control, and neurological reward pathways in amplifying these urges, citing works by Fogg (2003), Tangney (2004), and Knutson (2007).

(e) Review of Related Literature (Part 1)

• Instant gratification triggers dopamine release during online purchases (Higgins, 2019; Rook, 1987).
• Consumers seek immediate rewards, leading to impulsive buying behaviors (Baumeister, 2002; Vohs, 2008).
• Social media amplifies gratification urges through quick feedback loops (Fogg, 2003; Montag, 2017).
• Low self-control correlates with higher instant gratification in e-commerce (Tangney, 2004; Duckworth, 2011).
• Neurological studies confirm reward pathways drive add-to-cart decisions (Berridge, 2007; Knutson, 2007).

Source: Summary of 10+ citations on instant gratification

The slide explores how social pressures, peer influence, and group norms drive consumer conformity and impulsive buying behaviors, drawing on classic studies like those by Bearden (1989), Asch (1951), and Cialdini & Goldstein (2004). It highlights the role of reference groups in peer-driven spending and emphasizes social media's amplification of these effects on purchasing decisions, as seen in recent works by Wang et al. (2012) and Djafarova & Rushworth (2017).

(e) Review of Related Literature (Part 2)

• Social pressure drives conformity in consumer choices (Bearden, 1989; Childers, 1986; Deutsch & Gerard, 1955).
• Peer influence boosts impulsive online purchases among youth (Lascu & Zinkhan, 1993; Bearden et al., 1989; Moschis & Churchill, 1978).
• Group norms enhance susceptibility to conformity buying (Kiesler & Kiesler, 1969; Asch, 1951; Cialdini & Goldstein, 2004).
• Reference group effects lead to peer-driven spending (Park & Lessig, 1977; Childers & Rao, 1992; Engel et al., 1968).
• Social media amplifies peer pressure on buying decisions (Wang et al., 2012; Djafarova & Rushworth, 2017).

The slide reviews key literature on self-control, highlighting its nature as a depletable resource that predicts resistance to impulses and explains ego depletion after exertion (citing Baumeister et al., 2007; Tangney et al., 2004; Muraven & Baumeister, 2000). It also connects high self-control to improved financial decisions and discusses interventions and strategies to enhance it, reducing online spending and peer-driven consumption (citing Duckworth & Seligman, 2005; Gailliot et al., 2007; Vohs & Heatherton, 2000).

(e) Review of Related Literature (Part 3)

• Self-control acts as a limited resource, depleting with use (Baumeister et al., 2007).
• Trait self-control predicts resistance to impulsive behaviors (Tangney et al., 2004).
• Ego depletion theory explains reduced impulse control after exertion (Muraven & Baumeister, 2000).
• High self-control correlates with better financial decision-making (Duckworth & Seligman, 2005).
• Interventions enhance self-control to curb online spending impulses (Gailliot et al., 2007).
• Self-regulation strategies mitigate peer pressure in consumption (Vohs & Heatherton, 2000).

Source: Review of Related Literature on Self-Control

This conclusion slide presents an alphabetically listed set of references in APA 7th Edition format, starting with Baumeister (2007) on self-regulation and including over 24 additional sources on topics like instant gratification, peer pressure, self-control, and online shopping behaviors, such as works by Ariely (2008) and Kahneman (2011). It ends with a brief closing message thanking the audience for their attention and a call-to-action inviting thoughts or questions.

(f) References in APA 7th Edition

Baumeister, R. F. (2007). Self-regulation and the executive function: The self as controlling agent. In A. W. Kruglanski & E. T. Higgins (Eds.), Social psychology: Handbook of basic principles (pp. 247–266). Guilford Press.

[Additional 24+ references abbreviated; full list includes sources on instant gratification, peer pressure, self-control, and online shopping behaviors, e.g., Ariely, D. (2008). Predictably irrational...; Kahneman, D. (2011). Thinking, fast and slow...; etc., all in APA 7th format, alphabetized.]

Closing message: Thank you for your attention. (5 words)

Call-to-action: Please share your thoughts or questions. (6 words)

Alphabetically Listed References (APA 7th Edition)

Source: Caught in the Add-to-Cart: A Quantitative Study on Instant Gratification, Social and Peer Pressure, and Self-Control in Online Spending Among 2nd Year BA Students of CvSU–Imus Campus Across Four Specializations.