This literature review explores the intricate interplay of social dynamics and emotional triggers influencing consumer behaviours in the adoption and usage of Buy Now Pay Later (BNPL) services. Drawing from extensive research in behavioural economics, consumer psychology, and sociology, the paper synthesizes key insights into the cognitive biases, emotional drivers, and social influences that shape BNPL adoption. By analysing the implications of social norms, peer influence, cultural factors, and aspirational consumption patterns, this review provides a comprehensive understanding of the complex dynamics at play. Moreover, it examines emotional triggers such as instant gratification, fear of missing out (FOMO), and status enhancement, elucidating their roles in motivating consumers towards BNPL adoption. Through the synthesis of existing literature, this review offers valuable insights for policymakers, financial institutions, and consumers seeking to navigate the evolving landscape of BNPL adoption effectively.
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