The Influence Of Regulatory Focus Under Different Emotion Elicitation On Impulsive Buying Behavior

Impulsive buying behavior is becoming more and more common in our daily life. The researchers have already discussed the influence factors of impulsive buying behavior from the psychology perspective of construal level and self construction. But scholars rarely pay attention to the influence of regulatory focus under different emotion elicitation on impulsive buying behavior. So we explored it by three researches.The first research studied the effect of different emotions on impulsive buying behavior. We conducted a single factor between-subject design. Consequently, there are significant impacts between positive emotion and control group, negative emotion and control group on impulsive buying behavior. But there is no significant impact between positive emotion and negative emotion.In the second research, we conducted a 2(emotion: positive emotion, negative emotion) × 2(chronically: promotion focus, prevention focus) between-subject design to test the influence of chronically regulatory focus under different emotion elicitation on impulsive buying behavior. It was found that there is significant interaction between emotion and chronically regulatory focus. That is, chronically promotion focus had higher impulsive buying behavior than chronically prevention focus under positive emotion elicitation; chronically prevention focus had higher impulsive buying behavior than chronically promotion focus under negative emotion elicitation.In the third research, we used 2(emotion: positive emotion, negative emotion) × 2(situational: promotion focus, prevention focus) between-subject design. It was focused on the influence of situational induced regulatory focus under different emotion elicitation on impulsive buying behavior. It was found that there is significant interaction between emotion and situational induced regulatory focus. Through the further analysis, we found that situational induced promotion focus had higher impulsive buying behavior than prevention focus under positive emotion elicitation.