I Want It and I Want It Now!

It is very clear that in society today the idea that ‘patience is a virtue’ has become a thing of the past.

Now, we essentially have the world at our fingertips, thanks to compact smartphones and other digital devices which most of us have attached to us AT ALL TIMES. This means that we can browse, trade and purchase products in real-time globally.

This has given rise to the need for businesses to focus on mobile marketing. However, Lamberton & Stephen (2016) outline that this does not just mean using devices to sell products, it means focusing on how to use these devices to create overall customer value.

This image below by Loesche (2018) outlines just how significant mobile e-commerce is, and how it is projected to grow well into 2021.

Photo sourced by: Dyfed Loesche/ Statista

A large part of creating this customer value is being able to harness the idea of instant gratification. That is, the immediate compensation that arises after an act (such as an online purchase) is performed.

This extremely motivating and persuasive. Over the past few weeks alone I have found myself scrolling through Instagram and falling victim to their new shopping feature which allows me to; see, click, and purchase and item that my favourite influencer is wearing all within a matter of seconds.

Research by (Weinschenk, 2015) clearly shows that when you are waiting and anticipating for your packages to come in the mail you become more excited and that gratification increases prompting us to want to go back for more. This instant gratification can create an addictive cycle which is great for companies, great for us, but not so good for our credit cards.

However, some interesting implications and ideas to think about are, with consumers becoming increasingly aware of just how much of their information is being stored by their mobile devices (as outlined in an earlier post- check it out here) there is likely to come a point where instant just is not instant enough, and consumers unlimited demand will not be able to be satisfied by current mobile marketing techniques.

What do you think about mobile marketing and instant gratification?

Join the conversation, like and comment down below your thoughts.

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External readings and references:

Jensen, J., & Berg, N. (2011). Determinants of Traditional Sustainability Reporting Versus Integrated Reporting. An Institutionalist Approach. Business Strategy And The Environment21(5), 299-316. doi: 10.1002/bse.740

Loesche, D. (2018). Infographic: Mobile E-commerce is up and Poised for Further Growth. Retrieved from

Weinschenk, S. (2015). Shopping, Dopamine, and Anticipation. Retrieved from


18 Comments on “I Want It and I Want It Now!

  1. A very interesting read! Although I’ll be the first to admit that I posses very low levels of patience when it comes to consumption and gaining access to my products, I still very much enjoy the excitement and anticipation that comes with waiting for a product that I have ordered online.

    • Me too!
      However, I think there is still room for a lot of research about if instant gratification and online shopping have negative affects on us as well in terms of forming an addiction based off of that initial dopamine and excitement.

  2. Awesome perspective! The ease of online shopping services has become a real focal point of brand strategy these days.

    • It definitely has, the infrastructure of online shopping or selling links so easily to the devices we already have, it’s really quiet seamless at the moment.

  3. I really enjoy reading this, especially the way you present the issue and the supporting evidences. I’m also really interested in this particular topic, but haven’t really caught up on this. I could build further up on this, and thanks for bringing this issue up. Also, if I may offer a suggestion, I think you’d enjoy reading up on the concept of hedonic treadmill and its linkages to consumer behaviour. Awesome work!

    • Thank you for your feedback, I really appreciate that!
      I will definitely look into that. Does it have some relation to this topic?

      • In short, hedonic treadmill explains the concept of continual and unending gratification by which the next reinforces the last (and the margin for being ‘satisfied’ may also higher). In this context, I believe it would imply that we continually hunger for the next despite just acquire the last opportunity for gratification and the impact that has on every individual’s spending, financial situations, sustainable eco and social development, etc. Sorry if I go a bit lengthy here, but this is the gist of it.

        • Thanks for your response, that looks like a concept that I will definitely look into. Thank-you for that insight, I really appreciate it!

  4. instant gratification is definitely something that’s satisfying but as time passes I wonder what the standard increasingly becomes. Great read!

    • Thank for the feedback. Based on the evidence I gathered I think that there will always be an appeal towards instant gratification because of the endorphins and dopamine associated with this type of purchasing.
      However, when physical items become less important the instant gratification associated with virtual products may cause a similar result/ outcome.

  5. Great post!, I did not know about the concept of instant gratification until you mention it. every time I bought stuff online I feel the excitement of waiting for the parcel to arrive in front of my door, however, if it takes longer than I expected, I started to get anxious

    • That’s a very interesting point. The idea that the excitement turns into negative feelings of anxiousness when online parcels do not come when expected may take away from the overall excitement when the online parcels do come.

  6. I think it’s definitely a positive thing to be able to buy things so quickly online and on mobile devices! It’s made my life so much easier. But I do think it’s created a culture of impatience and has impacted our want for things instantly across the board. Great post Emma!

    • I agree. It’ll be interesting to see how that is maintained, especially as devices and technology continues to change, we may begin to preference virtual products over waiting for physical products.

  7. It is Like Christmas morning when I get my packages from online shopping delivered to my door it’s like a present I’m giving to myself

    • I totally agree! That excitement of finally getting your package is like none other!
      What was your last online purchase?

  8. There’s nothing like the anticipation after making an online purchase

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