IOBSESSED: INVESTIGATING THE PSYCHOLOGICAL AND BEHAVIOURAL FACTORS BEHIND APPLE PRODUCT ADDICTION IN URBAN INDIA

Abstract

Purpose: This study examines the psychological and behavioural factors driving Apple product addiction among urban Indian consumers, focusing on brand attachment, emotional attachment, fear of missing out (FOMO), and peer influence.

Methodology: A descriptive quantitative design surveyed 426 Apple product users aged 18–35 from Tier 1 and Tier 2 cities using purposive sampling. Data was collected via a structured questionnaire and analysed with correlation, regression, ANOVA, and factor analysis.

Findings: Self-identity (β = 0.355) was the strongest predictor of addiction, followed by emotional attachment (β = 0.337), FOMO (β = 0.311), and peer pressure (β = 0.229). Younger and higher-income consumers showed significantly higher addiction levels.

Contribution: The study enables consumers to recognize psychological triggers influencing their buying behaviour, promotes need-based purchasing, and encourages balanced digital habits. It further supports independent decision-making, reducing reliance on social approval or trend-driven upgrades.