The Influence Of Retail Visual Merchandising On Impulse Buying And Its Psychological Impact Among Young Adults With Psychiatric Disabilities: Implications For Community-Based Rehabilitation

Saiteja Matam; Hyder Ali .S; Balaji D; K. Elayaraja; Vishva Kumar; Durga Saravanan

doi:10.69980/ajpr.v28i5.384

Authors

Saiteja Matam
Hyder Ali .S
Balaji D
K. Elayaraja
Vishva Kumar
Durga Saravanan

DOI:

https://doi.org/10.69980/ajpr.v28i5.384

Keywords:

Impulse Buying, Visual Merchandising, Psychiatric Disabilities, Young Adults, Mood Disorders

Abstract

Background: Visual merchandising plays a critical role in influencing consumer behaviour, particularly impulse buying. While the general population's responses to such stimuli are well documented, there is limited understanding of its impact on individuals with psychiatric disabilities.

Objective: This study investigates the effects of visual merchandising on impulse buying behaviour among young adults diagnosed with psychiatric disabilities and explores the psychological consequences that may influence rehabilitation and community reintegration.

Methods: A mixed-methods design was employed, including surveys (n=120) and in-depth interviews (n=20) with young adults (aged 18–30) diagnosed with mood or anxiety disorders. Simulated retail environments were used to evaluate reactions to visual stimuli, and psychological assessments were conducted post-exposure.

Results: The findings revealed that prominent visual merchandising cues such as lighting, display positioning, and promotional signage significantly triggered impulse purchases in 73% of participants. Emotional responses included anxiety (42%), regret (39%), and temporary mood elevation (27%). Participants noted financial stress and self-esteem issues post-purchase.

Conclusion: Visual merchandising has a measurable psychological impact on impulse buying behavior in young adults with psychiatric disabilities. Integrating financial literacy, behavioral therapy, and shopping support into rehabilitation programs could promote better coping strategies and recovery outcomes.

Author Biographies

Saiteja Matam

Cluster Merchandiser, Sole Vibes Marketing, Tamil Nadu, India

Hyder Ali .S

Department of leather technology, Alagappa College of technology, Chennai, India

Balaji D

Design Faculty, Department of CAD Unit, Central Footwear Training Institute, Chennai, India

K. Elayaraja

Sr. Faculty, Department of Footwear Design and Production, Hyderabad, India

Vishva Kumar

Sr. Faculty, Department of Footwear Design and Production, Chennai, India

Durga Saravanan

Physiotherapist & Sports Biomechanics’, Mom’s Physiotherapy clinic, Coimbatore, Tamil Nadu, India

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