Mindsets, shopping motivations and compulsive buying: Insights from China

• Published in: Journal of consumer behaviour 2020-09, Vol.19 (5), p.423-437
• Main Authors: Japutra, Arnold, Song, Zening
• Format: Article
• Language: English
• Subjects: Compulsions; Consumers; Pleasure; Policy making; Prone; Shopping; Social comparison
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.1821

This study investigates how mindsets (i.e., the beliefs that individuals have about the nature of human characteristics) are associated with compulsive buying behavior (i.e., the tendency to buy impulsively and obsessively). In particular, we test the relationships between consumer mindsets, three shopping motivations (deal proneness, social comparison, and hedonic motives) and compulsive buying. Based on a survey of 421 respondents conducted in China, our findings reveal the mechanism through which mindsets affect compulsive buying. The results show that when consumers believe in the consistency of personal traits (fixed mindset), they tend to be more vulnerable to deal offers and social comparison. These motivations increase the desire to seek hedonic pleasure, which is associated with a greater propensity for compulsive buying. However, when consumers believe that personal traits can be changed and developed (growth mindset), they seek hedonic pleasure in shopping, which result in a greater tendency to engage in compulsive buying. The present study adds to the existing body of knowledge by unveiling how different mindsets are associated with compulsive buying. In terms of practical implications, this study provides policy makers and marketers with a better understanding of the different motivations that lead to compulsive buying.