Volume 2 - Issue 4, July - August 2026

This study examines the psychological effects of repetitive online advertisements on impulse buying behaviour among digital shoppers. Grounded in the Mere Exposure Theory and the Stimulus-Organism-Response (S-O-R) model, the research investigates how five advertising characteristics repetitive exposure, personalization, format, credibility, and enjoyment influence consumers' unplanned purchase decisions in online shopping environments. Using a quantitative, cross-sectional research design, data were collected from 199 respondents through a structured questionnaire employing a five-point Likert scale, and analysed using descriptive statistics, reliability testing, and multiple regression analysis in SPSS. The results reveal that advertisement credibility and advertisement enjoyment have a significant positive influence on impulse buying behaviour, whereas repetitive exposure, personalization, and advertisement format do not show a statistically significant effect. These findings suggest that emotional engagement and perceived trustworthiness, rather than mere frequency of exposure or visual design, are the primary drivers of impulsive online purchases. The study contributes to the growing body of literature on digital consumer psychology and offers practical implications for marketers designing online advertising strategies.

Ega Lokesh, Dr. Sangeetha,"Psychological Effects of Repetitive Online Advertisements on Impulse Buying Behaviour in Online Shopping" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(4): Page(103-105) July - August 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.