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See now, buy now: from impulsive shopping to compulsive shopping (Episode 2)

What are the psychological cues that push luxury consumers to buy with one click? One thing is certain, there must be a lot, considering that 95% of our brain's activity is unconscious. With one threat that looms large over these new buying habits: oniomania, also known as compulsive shopping disorder.

Fabio Bonavita

By Fabio Bonavita06 janvier 2021

The "see now, buy now" trend, a new pillar of online luxury brand strategies, is intimately linked to one-click shopping. The promise of immediacy rests on deep-seated psychological mechanisms that can prove dangerous, because they primarily affect the younger generations. Born with a smartphone in hand, they are more prone to bouts of exhilaration and euphoria generated by a new fashion collection or a trendy watch. In the past, a purchase required visiting a boutique, but today a click on your smartphone is enough to acquire the object of your dreams.

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