TY - JOUR
T1 - The Influence of Face Loss on Impulse Buying
T2 - An Experimental Study
AU - Sun, Gong
AU - Han, Xue
AU - Wang, Hanwei
AU - Li, Jie
AU - Wang, Wangshuai
N1 - Funding Information:
The authors acknowledge the financial support from “New Staff Research Fund” from the Changshu Institute of Technology and Shanghai Chenguang Program (19CG64).
Publisher Copyright:
© Copyright © 2021 Sun, Han, Wang, Li and Wang.
PY - 2021/7/19
Y1 - 2021/7/19
N2 - In this research, the effect of face loss on impulsive buying is examined under the background of Chinese culture. Using experimental studies, we examined the mediating effect of emotion and the moderating effect of self-control. The results indicate that individuals who lost their face are more likely to purchase impulsively. For individuals high in self-control, face loss has no significant impact on their impulsive consumption. While for those with low self-control, face loss will significantly enhance their impulsive buying tendency. Finally, implications, limitations, and directions for future research are discussed.
AB - In this research, the effect of face loss on impulsive buying is examined under the background of Chinese culture. Using experimental studies, we examined the mediating effect of emotion and the moderating effect of self-control. The results indicate that individuals who lost their face are more likely to purchase impulsively. For individuals high in self-control, face loss has no significant impact on their impulsive consumption. While for those with low self-control, face loss will significantly enhance their impulsive buying tendency. Finally, implications, limitations, and directions for future research are discussed.
KW - emotion
KW - experiment
KW - face loss
KW - impulse buying
KW - self-control
UR - http://www.scopus.com/inward/record.url?scp=85111902929&partnerID=8YFLogxK
U2 - 10.3389/fpsyg.2021.700664
DO - 10.3389/fpsyg.2021.700664
M3 - Article
AN - SCOPUS:85111902929
SN - 1664-1078
VL - 12
JO - Frontiers in Psychology
JF - Frontiers in Psychology
M1 - 700664
ER -