The purpose of the study was to examine the impact of stress, materialism, and external stimuli on impulsive online buying. A total of 156 usable surveys were collected online. Stress was manipulated by presenting participants with solvable and unsolvable anagram tests. The study’s results indicated that consumers under stress displayed a higher online impulse-buying tendency after viewing the second image relative to those consumers under no stress regardless of stimuli presented. This implies that there was a delay in participants’ reaction to the stress. This suggests that the first image likely served as a primer. In addition, there was a positive correlation between materialism and the impulse tendency, and that external stimuli did not influence online impulse-buying tendencies. This study provides better understanding of impulsive shopping manifested by dejection-related emotions.