In today’s dynamic consumer behavior landscape, understanding the underlying motivations, preferences, and behaviors of different age groups is crucial for brands and marketers aiming to connect authentically with their target audiences. One intriguing aspect that has emerged from our recent research is the phenomenon of “Dissonance Buying” among Indonesian youth. Let’s delve into this concept and explore its implications for businesses operating in this market.

What is Dissonance Buying?

Dissonance Buying refers to the internal conflict or dissonance that consumers experience when their purchasing decisions clash with their intrinsic motivations, preferences, or values. This conflict can arise from a mismatch between external influences, such as peer recommendations or influencer reviews, and consumers’ genuine desires or needs. On the other hand, this situation can happen when individuals view something as unimportant but decide to buy it.

Desire and Dissonance Buying 

Desire has been referred to as a strong feeling or urge of wanting to have something or wishing things to happen. While desires play a significant role in Indonesian youth spending behavior, our research reveals a nuanced approach to consumption among youth.

Despite allocating a substantial portion of their income to fulfill desires, 8 out of 10 youth emphasize the importance of “buying only what I need.” Our research indicates that the impact of desire on purchase decisions ranks at 3 out of 10, showing how Indonesian youth view desire as impactful to affect their purchase decision. 

Despite that, our research found that the youth of Indonesia today are not just focused on fulfilling their needs, they are passionate about satisfying their desires. Our research reveals that, on average, youth allocate a significant 51% of their income towards fulfilling their desires. This data underscores the importance of discretionary spending and emotional satisfaction in their purchasing decisions.