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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.

<p>Imagination Matters When You Shop Online: The Moderating Role of Mental Simulation Between Materialism and Online Impulsive Buying</p>