Fast Fashion in Adolescent Consumers: Impulse Buying and its Facilitation of Emotional Dissonance
Amirah Fagbenro
Sewanhaka High School, Floral Park, United States
Publication date: November 20, 2025
Sewanhaka High School, Floral Park, United States
Publication date: November 20, 2025
DOI: http://doi.org/10.34614/JIYRC2025II09
ABSTRACT
Impulse buying has been a topic of sustained significance in consumer psychology. Prior research acknowledges the strong positive correlation between impulse buying and cognitive dissonance, yet neglects the facets of each variable. This study examines how cognitive impulse buying (CIB) impacts emotional dissonance post-purchase from fast-fashion online retail stores among female high school consumers. Eighty-seven participants completed a quantitative survey, while five were selected for qualitative interviews. Statistical and thematic analyses revealed contrasting trends: the relationship between CIB and emotional dissonance was insignificant, weak, and negative, whereas an evaluation of fast-fashion, CIB, and emotional dissonance together indicated an insignificant, weak positive relationship. Despite inconclusive results, recurring emotional regret patterns suggest a shift from traditional dissonance understandings: dissonance may stem more from reflections of personal identity, social expectations, and values than from impulsivity itself.
Impulse buying has been a topic of sustained significance in consumer psychology. Prior research acknowledges the strong positive correlation between impulse buying and cognitive dissonance, yet neglects the facets of each variable. This study examines how cognitive impulse buying (CIB) impacts emotional dissonance post-purchase from fast-fashion online retail stores among female high school consumers. Eighty-seven participants completed a quantitative survey, while five were selected for qualitative interviews. Statistical and thematic analyses revealed contrasting trends: the relationship between CIB and emotional dissonance was insignificant, weak, and negative, whereas an evaluation of fast-fashion, CIB, and emotional dissonance together indicated an insignificant, weak positive relationship. Despite inconclusive results, recurring emotional regret patterns suggest a shift from traditional dissonance understandings: dissonance may stem more from reflections of personal identity, social expectations, and values than from impulsivity itself.
