The Influence of Face Loss on Impulse Buying: An Experimental Study

Gong Sun; Xue Han; Hanwei Wang; Jie Li; Wangshuai Wang

doi:10.3389/fpsyg.2021.700664

Frontiers in Psychology (Jul 2021)

The Influence of Face Loss on Impulse Buying: An Experimental Study

Gong Sun,
Xue Han,
Hanwei Wang,
Jie Li,
Wangshuai Wang

Affiliations

Gong Sun: Business School, Changshu Institute of Technology, Changshu, China
Xue Han: School of Labor and Human Resources, Renmin University of China, Beijing, China
Hanwei Wang: College of Economics and Management, Henan Agricultural University, Zhengzhou, China
Jie Li: Center for Innovation and Entrepreneurship, Shanghai University, Shanghai, China
Wangshuai Wang: School of Management, Shanghai University of International Business and Economics, Shanghai, China

DOI: https://doi.org/10.3389/fpsyg.2021.700664
Journal volume & issue: Vol. 12

Abstract

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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.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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