Cuing Consumerism And Implusive Buying

The study of materialism has a long history.Materialism refers to an individual's value concept of money,property,and success.The degree of materialism is generally reflected in the individual's desire for money and property,and defines how much wealth it has as a success.Cuing consumerism in this study refers to the luxury image information and the "customers" role,which is divided into explicit cuing and implicit cuing.Impulsive shopping will mean an individual has a strong desire to possess an object,and can not wait for the impulse to buy the item.Cuing consumerism can trigger individual impulsive shopping,but its internal mechanism of action has not yet been clarified.Therefore,this study assumes that materialism as a mediator has a mediating effect on the impact of cuing consumerism on impulse shopping intentions.This study explored the operability of laboratory-activated materialism,and carried out experiment 1,verified the effectiveness of the laboratory to activate materialism.Then,experiment 2 and experiment 3 were carried out,and the experimental processing was explicit cuing: luxury images VS emotional expression images,implicit cuing: "consumer" vs."citizen" role started.In both experiments,individual materialism and impulsive shopping tendencies were measured.Through the recovery of data,descriptive analysis of the results,independent sample t-test analysis,correlation analysis and bootstrap mediation test method analysis to verify the experimental assumptions.The experiment 1 proves that the materialistic level of the individual will improve when exposed to the image of luxury.The experiment 2 proves that under the circumstance of luxury image exposure,the impulsive shopping tendency of the individual will improve,and the materialism plays a full intermediary role.Experiment 3 proves that the awakening of the individual's "consumer" role will stimulate the individual's materialistic thinking and improve the individual's impulsive shopping tendency,and materialism plays a partial intermediary role in it.