Abstract:
"Impulse buying has become a significant phenomenon in the modern fashion industry, driven
largely by urgency-based marketing tactics. These strategies, which include limited-time offers,
flash sales, and countdown timers, leverage psychological triggers to influence consumer
behavior and drive short-term sales. The purpose of this research is to analyze how such
urgency-driven marketing affects consumer impulse buying behavior and to evaluate its long-
term implications on brand loyalty and price perception. This study focuses particularly on the
responses of fashion consumers in Sri Lanka, an emerging market increasingly shaped by digital
retail trends.
The literature review highlighted key psychological constructs such as Fear of Missing Out
(FOMO), emotional urgency, and price sensitivity as central to understanding consumer
impulsivity in fashion retail. Additionally, ethical concerns regarding the manipulation of
consumer behavior and its potential impact on brand trust were critically examined. These
constructs were integrated into a conceptual framework that guided the quantitative
investigation.
A structured survey was used to collect quantitative data from fashion consumers, targeting
their experiences and perceptions related to urgency marketing tactics. The survey results were
analyzed using statistical tools, including Pearson’s correlation and regression analysis, to
evaluate relationships between key variables such as impulse buying, FOMO, urgency emotion,
price sensitivity, and brand loyalty."
