Exploring the inhibitory effect of maximising mindset on impulse buying

Abstract

AbstractAlthough impulse buying could temporarily increase sales, it is essential to explore how to curb impulse buying because impulse buying leads to negative consequences for both consumers and enterprises in the long run. Previous research investigated the negative correlation between impulse buying and situational factors or personal traits. However, these factors were complicated for marketers or consumers to manipulate, so the research gap was that a lack of research focused on how to curb impulse buying through external intervention. This study aimed to find an effective external intervention to curb impulse buying and thus fill the blanket. This study introduced maximising mindset, a mindset that could be manipulated externally and used effectively by consumers and marketers to curb impulse buying. Data were collected online from 1106 participants in China through the research platform Sojump. The results demonstrated that maximising mindset negatively correlated with impulse buying, and future‐oriented thinking played a role as a mediator. This study contained theoretical for future research on impulse buying and practical value in helping consumers achieve better decisions and helping companies achieve long‐term growth.