EMOTIONAL TRIGGERS IN DIGITAL MARKETING: THE ROLE OF TIME PRESSURE AND DISCOUNTS IN E-COMMERCE FLASH SALES

Abstract

The rapid advancement of digital technology has transformed consumer shopping behavior, particularly through the rise of e-commerce platforms like Shopee. One increasingly popular marketing technique is the flash sale, which offers significant discounts within a limited time frame. This study aims to analyze how flash sale strategies—specifically time limitation and price discounting—influence consumer emotional responses, often leading to impulsive buying behavior. Using quantitative methods, data were collected and analyzed through statistical software such as SPSS. Findings reveal that time constraints create urgency and psychological pressure, encouraging rapid decision-making and emotional purchases. Price discounts also affect emotions but are more impactful when paired with limited time offers. Consumers often experience fear of missing out (FOMO) and perceive urgency as a signal of value and scarcity. This study concludes that flash sale strategies are not merely pricing tactics but powerful psychological tools that shape consumer behavior. E-commerce marketers can use these insights to design more effective promotional campaigns, combining emotional triggers with strategic timing and pricing to boost engagement and sales. The results contribute to a better understanding of consumer psychology in the digital retail environment.

Keywords: Flash Sale Strategy; Consumer Emotion; Impulsive Buying; E-commerce Marketing; Time and Price Sensitivity