The Role of Optical Illusion in Electronic Advertising in Stimulating Impulsive Buying Behavior, and Its Impact on Post-Purchase Emotional State among Egyptian Consumers

Document Type : Original Article

Author

Lecturer of Public Relations, Faculty of Arts, Mansoura University

Abstract

The study aimed to examine the role of Illusion Optical in electronic advertisements on social media platforms in stimulating impulsive buying behavior and the resulting emotional state. It is a descriptive study that employed the survey method on a convenience sample of 465 Egyptian consumers. Data were collected using an online questionnaire.
The findings revealed that, despite the participants’ high level of awareness regarding Illusion Optical techniques in electronic advertisements, their impact on impulsive buying behavior increases when accompanied by promotional offers, such as gifts, discounts, and scarcity messages (e.g., "limited time offer," or "while supplies last"(.
The study also found that previous purchasing experience serves as a mediating factor in the relationship between perceived Illusion Optical in advertising and impulsive buying behavior.
Furthermore, a statistically significant relationship was found between impulsive buying behavior and positive emotions following the purchase, such as feelings of happiness and satisfaction. However, no significant relationship was found between impulsive buying and post-purchase regret. Some consumers are reluctant to disclose feelings of regret after making impulsive purchases, instead attempting to justify their buying decisions as a means of reducing internal tension and achieving psychological balance. This supports the study’s finding of a statistically significant correlation between impulsive buying behavior and the tendency to rationalize the purchase decision.

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