Paper Contents
Abstract
The increasing integration of instant gratification mechanisms within digital platforms has introduced new dimensions to consumer decision-making processes. This paper investigates the concept of "digital dopamine"a term denoting the neurological and psychological stimulation resulting from immediate digital rewardsand its influence on consumer buying behaviour. The study aims to examine how interface design elements such as one-click purchases, rapid content delivery, and real-time notifications contribute to impulsive purchasing patterns. Drawing upon theories of consumer psychology and behavioural marketing, the research proposes that these gratification triggers play a significant role in shaping short-term decision-making as well as long-term brand engagement. A quantitative framework involving structured survey data will be employed to assess user responses to digital stimuli and their correlation with purchasing tendencies. The findings are expected to offer conceptual clarity on the emerging interplay between user experience and consumer behaviour, and to provide actionable implications for marketers seeking to design ethically sound, engagement-driven digital strategies.
Copyright
Copyright © 2025 Inchara R Y. This is an open access article distributed under the Creative Commons Attribution License.
