Generational Variations in Loss Aversion: Analyzing Purchase Decisions Under Limited-Time Discounts

Abstract

This study explores generational variations in loss aversion and their influence on purchase decisions under limited-time discounts. By examining behavioral and psychological responses across Baby Boomers, Generation X, Millennials, and Gen Z, it identifies distinct patterns in impulse buying, calculated decision-making, and the impact of urgency-based marketing. Leveraging experimental consumer studies, key metrics such as reaction times, conversion rates, and post-purchase satisfaction are analyzed. The findings highlight the importance of tailoring urgency-driven campaigns to generational preferences while maintaining brand trust. Strategic implications for marketers emphasize personalization, authenticity, and ethical urgency tactics to optimize engagement and loyalty across diverse audiences.