Overview

The book explores the psychological duality that governs the act of buying, contrasting the speed of impulse with the stagnation of decision paralysis. It draws on behavioral economics to demonstrate that the consumer is not a purely rational agent, but an individual guided by two systems of thought: one intuitive and emotional, the other analytical and slow.Impulse is analyzed as a breakdown in self-regulation, often provoked by a desire for immediate gratification. The text details how marketing levers such as scarcity, urgency and visual bargaining exploit the feeling of lack to short-circuit logical reflection. Conversely, decision paralysis occurs when the consumer is confronted with cognitive overload. Too many options or too complex information generate a fear of regret and loss aversion, inevitably leading to basket abandonment or procrastination.A central part of the paper is devoted to an empirical study conducted on the Moroccan market, targeting 18-35 year-olds.

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