The Impacts Of Ego Depletion On Impulse Buying

Objectives:Self-control is one of the most important psychological functions of human beings.Lack of psychological resources can lead to the failure of individual self-control.Impulse buying is a manifestation of self-control failure.Reducing self-controlled resources leads to a stronger level of impulse buying.Therefore,the purpose of this paper is to explore what effect ego depletion will have on impulse buying,and what role self-esteem and sense of power play in this.Methods: In this research,there have three experiments,both experiment 1 and experiment 2 used the "non-advantageous hand writing" method to manipulate the ego depletion of the participants,while experiment 3 used the "e-crossing" task to manipulate the ego depletion of the participants.Three experiments used simulated situational method to measure the impulse buying level of the participants.In experiment 1,a single-factor intersubject design was adopted.The independent variable was the type of ego depletion(high loss vs.low loss),and the dependent variable was impulse buying behavior.Experiment 2 adopting 2(ego depletion type: high loss vs.low loss)x 2(self-esteem: high self-esteem vs.low self-esteem)was used as the design between participants,the dependent variable was impulse buying.Self-esteem was screened and randomly assigned to high and low levels of ego depletion.Experiment 3adopting 2(ego depletion type: high loss vs.low loss)x 2(sense of power: high power vs.low power)were used for the design between subjects,and the dependent variable was impulse buying.Results:The results of this research were analyzed using SPSS22.0.The results of experiment 1 showed that ego depletion had a significant impact on impulse buying.The results of experiment 2 showed that there was a significant regulation between ego depletion and self-esteem.The results of experiment 3 showed that there was a significant regulation between ego depletion and sense of power.Conclusions:First,consumers’ impulse buying will be affected by ego depletion,and consumers with high ego depletion levels will be more likely to make impulse buying than consumers with low ego depletion levels.Second,high self-esteem can reduce the impact of ego depletion on impulse buying,while low self-esteem can promote the impact of ego depletion on impulse buying.Third,a high sense of power can reduce the impact of ego depletion on impulse buying,while a low sense of power promotes the impact of ego depletion on impulse buying.