Open Access<p>Imagination Matters When You Shop Online: The Moderating Role of Mental Simulation Between Materialism and Online Impulsive Buying</p>
Author(s) -
Jing Li,
Yang Ruirui,
Junjie Cui,
Yongyu Guo
Publication year - 2019
Publication title -
psychology research and behavior management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.704
H-Index - 30
ISSN - 1179-1578
DOI - 10.2147/prbm.s227403
Subject(s) - materialism , purchasing , outcome (game theory) , context (archaeology) , psychology , priming (agriculture) , social psychology , marketing , business , economics , theology , microeconomics , paleontology , philosophy , botany , germination , biology
Several studies have demonstrated that materialistic people tend to engage in impulsive buying. However, how to help them reduce such irrational behavior, especially in online shopping context, is not known. This study aimed to explore whether mental simulation moderates the relationship between materialism and online impulsive buying.