The effect of discount messages on impulse buying and self-control: investigating arousal through brain’s emotion signals

Abstract Background: This study investigated the impact of discount messages and individual self-control on arousal and Impulse buying behavior during purchasing processes. Methods: A laboratory experiment was conducted using a ۲×۳ between-subjects factorial design with ۹۹ participants (mean age = ۲۴.۵, SD = ۳.۲; ۵۲% female), randomly assigned to six experimental groups. The independent variables were self-control and discount message type (product-based discount, percentage discount, or no discount). Participants completed a simulated online shopping task while EEG data were recorded from ۱۹ channels (۱۰-۲۰ system), focusing on frontal beta-to-alpha power ratios as a neural marker of arousal. Impulse buying was measured via post-experiment purchase intentions and actual checkout behavior. Data were analyzed using mediation analysis (PROCESS Model ۴) with bootstrapping (۵,۰۰۰ samples). Results: The findings indicate that arousal did not significantly mediate the relationship between self-control and impulse buying. However, arousal significantly mediated the effect of product discount on impulse buying but not percentage discount. Furthermore, product discounts had a direct positive effect on impulse buying, while percentage discounts did not significantly influence impulse buying. These results highlight that discount type plays a crucial role in triggering arousal-driven impulse buying behavior. EEG analysis revealed that heightened arousal levels (beta-to-alpha ratios in frontal regions) corresponded with increased impulse Buying, reinforcing the role of arousal as a driver of emotional decision-making. Conclusion: These insights emphasize the need for marketing strategies that balance emotional engagement and consumer self-regulation. Businesses should consider differentiating discount types and promotional techniques to sustain consumer interest while mitigating post-purchase regret. Keywords: Arousal Electroencephalography Percentage Discount Product Discount Self-Control