Impulsive Buying as a Response to COVID-19-Related Negative Psychological States

Abstract

Impulsive buying (IB), of which mood regulation function is well-documented, is among the methods for coping with psychological strain during the COVID-19 pandemic. However, IB is likely to hinder psychological well-being rather than repairing it in vulnerable periods. This study aims to answer: 1. Do negative psychological states promote IB during the pandemic? 2. Does IB lead negative emotions? 3. What is the role of pre-pandemic purchasing style on the process? 4.Does pandemic -related psychological strain fuel post-impulsive purchase negative emotions? A survey was conducted in Turkey with 405 participants. Results revealed that, regardless of pre-pandemic purchasing style, COVID-19-induced anxiety and loneliness promoted IB, and IB was followed by negative affect including guilt, regret, and shame. Furthermore, COVID-19-related anxiety and loneliness were found to fuel the negative affect induced by IB. The findings provide deeper insights into the dysfunctionality of IB for mood regulation and stress alleviation in a highly-stressful crisis period.