Mental simulation and compulsive buying: a multiple mediation model through impulse buying and self-control.

Area of Science:

• Consumer Psychology
• Behavioral Economics

Background:

• Compulsive buying is a significant consumer behavior issue.
• Mental simulation, encompassing outcome and process simulation, is theorized to influence purchasing decisions.
• Understanding the psychological mechanisms linking mental simulation to compulsive buying is crucial.

Purpose of the Study:

• To investigate the mediating roles of impulse buying and self-control failure in the relationship between mental simulation (outcome vs. process) and compulsive buying.
• To differentiate the effects of outcome simulation and process simulation on impulse buying and compulsive buying.

Main Methods:

• Structural Equation Modeling (SEM) and PROCESS macro (Model 6) were employed.
• Data were collected from 202 participants via a web-based survey.
• Internal consistency of measurements was estimated, and hypotheses were tested.

Main Results:

• Both impulse buying and self-control failure significantly mediate the relationship between mental simulation types and compulsive buying.
• Process simulation positively influences both impulse buying and compulsive buying.
• Outcome simulation is significantly associated with impulse buying but not directly with compulsive buying.

Conclusions:

• Mental simulation influences compulsive buying through distinct pathways involving impulse buying and self-control failure.
• Marketers can leverage the differential impacts of process and outcome simulation for targeted consumer engagement strategies.
• Findings contribute novel insights into the complex interplay between cognitive processes and consumer behavior, specifically compulsive purchasing.