مجلة دفاتر اقتصادية
Volume 16, Numéro 2, Pages 159-175
2025-11-25

Impact Of Limited Availability And Immediate Gratification Promotional Strategies On Impulse Buying Behaviour Online : A Comparative Analysis Among Algerian Consumers



Authors : Benarab Imen Hanane .

Abstract

In this article, which answers the question : To what extent do limited availability and immediate gratification, used as online promotional strategies, influence the impulse buying behaviour of Algerian consumers ? We analysed the impact of these two strategies on the impulse buying behaviour of Algerian online consumers through a comparative analysis, to understand the underlying psychological mechanisms, identify consumers' perceptions of these strategies and compare their effectiveness. To this end, we conducted a questionnaire survey of 270 online consumers. The results show that limited availability has a stronger influence on impulse purchases, that these two strategies are perceived as manipulative techniques, and that they often lead to a feeling of post-purchase regret, although this does not call into question their effectiveness. This enabled us to formulate ethical recommendations tailored to companies wishing to optimise their online sales strategies in Algeria.

Keywords

Impulse buying ; Buying behaviour ; Limited availability ; Immediate gratification ; Promotional strategies

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