The Marketing Area of Apeejay School of Management (ASM), Dwarka successfully organised an engaging international guest lecture titled “Why People Buy What They Don’t Need: Psychology of Digital Consumer Behavior” . Conducted in an online format, the session brought together students and faculty members interested in understanding the psychological forces that shape modern consumer decisions in digital environments.
The lecture featured Mr. Mukul Gupta, a distinguished industry expert and alumnus of the University of Toronto School of Continuing Studies and IBM Kanpur. Currently serving as Founder/Partner at Ranking Digitally (Canada), Magnawiz Technologies (India), and ROI Mantra (India), Mr. Gupta shared valuable global insights drawn from his extensive experience in digital marketing and consumer analytics.
The session focused on a compelling question that resonates strongly in the age of online shopping and targeted advertising: Why do people often purchase products they do not actually need? Through an engaging and thought-provoking presentation, Mr. Gupta explained the psychological mechanisms that influence consumer behaviour, particularly in digital spaces where marketing strategies are carefully designed to capture attention and trigger buying decisions.
During the lecture, Mr. Gupta discussed several important psychological concepts that shape digital consumer behaviour. One of the key ideas explored was the dopamine loop, which explains how small rewards—such as notifications, discounts, or limited-time offers—can stimulate excitement and encourage repeated engagement with digital platforms. These mechanisms, often used in online marketing and e-commerce platforms, can subtly influence consumer decisions and drive impulsive purchases.
Another concept discussed was operant conditioning, a behavioural theory that explains how repeated rewards and reinforcement can shape purchasing habits over time. Mr. Gupta illustrated how brands and digital platforms use techniques such as loyalty programmes, personalised recommendations, and flash sales to create a sense of anticipation and gratification among consumers.
The lecture also examined the difference between rational and emotional decision-making. While consumers may believe their choices are based on logic and necessity, Mr. Gupta highlighted that emotions often play a significant role in influencing purchasing decisions. Visual appeal, storytelling, brand identity, and social validation can create emotional connections that lead consumers to buy products even when they are not essential.
In addition, the session explored various consumer behaviour models that help marketers understand how individuals move from awareness to purchase. Mr. Gupta explained how digital marketers analyse user behaviour, online engagement patterns, and psychological triggers to design more effective marketing strategies.
The lecture was highly interactive, with participants actively engaging through questions and discussions. Mr. Gupta encouraged students to think critically about how digital platforms influence their own buying behaviour and how marketers can use psychological insights responsibly.
An important highlight of the session was the emphasis on ethical marketing practices. Mr. Gupta stressed that while psychological tools can be powerful in influencing consumer behaviour, marketers must use them responsibly and ethically to build trust and long-term relationships with customers.
Overall, the guest lecture provided participants with valuable insights into the intersection of psychology, technology, and marketing. The session not only enhanced students’ understanding of digital consumer behaviour but also encouraged them to reflect on the ethical responsibilities that come with shaping consumer decisions in the digital age.