International records / OpenAlex research

Pressed but Not Shaken: Buying Behavior of Nigerian Consumers in a Depressed Economy

This study investigates the impact of economic downturns on Nigerian consumer behavior, focusing on cognitive biases, emotional responses, and social norms. Using a quantitative approach, a structured questionnaire was administered to 300 respondents from diverse demographic backgrounds. Data were analyzed through descriptive statistics, regression analysis, and Spearman rank correlation to understand the relationships between economic factors and purchasing behaviors. The results indicate that cognitive biases significantly influence purchasing urgency, while emotional responses shape brand l…