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Body Image Dissatisfaction and Impulse Buying: A Moderated Mediation Model
Zhihui Cai1,2, Yang Gui1, Dandan Wang1
1School of Psychology, Central China Normal University, Wuhan, China.
Frontiers in Psychology
|May 13, 2021
Summary
Body image dissatisfaction fuels impulse buying, with self-esteem acting as a key mediator. Improving self-acceptance and self-esteem may help reduce impulsive purchasing behaviors in students.
Area of Science:
- Psychology
- Consumer Behavior
- Social Science
Background:
- Body image dissatisfaction is a prevalent issue among students.
- Impulse buying represents a significant consumer behavior with potential negative financial and psychological consequences.
- Understanding the psychological mechanisms linking body image and purchasing habits is crucial.
Purpose of the Study:
- To investigate the mediating roles of self-acceptance and self-esteem in the relationship between body image dissatisfaction and impulse buying.
- To examine the moderating effect of gender on these relationships.
- To elucidate the indirect pathways influencing impulse buying behavior.
Main Methods:
- A quantitative study involving 374 college and graduate students.
- Utilized self-report measures to assess body image dissatisfaction, self-acceptance, self-esteem, and impulse buying.
- Statistical analyses including mediation and moderation analyses were performed.
Main Results:
- Body image dissatisfaction was positively associated with impulse buying.
- Self-esteem significantly mediated the relationship between body image dissatisfaction and impulse buying.
- A serial indirect pathway was identified: Body image dissatisfaction → self-acceptance → self-esteem → impulse buying.
- The path from self-acceptance to self-esteem was stronger for females than males.
Conclusions:
- Self-acceptance and self-esteem are critical mediators in the link between body image dissatisfaction and impulse buying.
- Gender moderates the strength of the self-acceptance to self-esteem pathway.
- Interventions aimed at improving body image satisfaction may effectively reduce impulse buying among students.
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