What basic human values influence impulse buying and status consumption

The mood effect in relation to impulsive online buying behavior

“…Still, for individuals with low social value, when they are in a positive mood this impulsiveness is also not highlighted, as they feel no need to position themselves in a certain way before others in their social group (Katz & Sugiyama, 2006). Conversely, for consumers who have high social value, when they are happy, satisfied, and have obtained a positive result, they are driven to share, demonstrate, and position themselves in a certain way (Hadjali et al, 2012; Lins et al, 2022). Impulsivity thereby increases for this group of high social value due to the fact that they are satisfied and in a good mood, wish to show their feelings to others, and thereby engage in unplanned consumption that serve as a reward for their results.…”

“…In the scenario in which the mood of the individuals was negative due to an unfulfilled goal or an event that led to sadness, anger, or disappointment, those individuals with high social value had a lower level of consumption impulsivity, based on how the characteristic corrected the mood of each individual (Belk, 1988;Katz & Sugiyama, 2006;Yang et al, 2021). Thus, a negative mood leads to less interest in socializing (Strack & Deutsch, 2004;Lins et al, 2022), which generates less interest in consuming without having adequate planning in order to correct the individual's mood. People with low social value have no interest in sharing or demonstrating their possessions, or even showing these to their social group; thus, their level of impulsivity is higher simply because these individuals seek to change their negative mood (Dittmar, 2005;Gardner et al, 2014) out of a need to improve their state.…”

“…In this scenario, another characteristic of the individual that is widely discussed in the impulsive shopping environment is social value, which, in summary, is the consumer's act of purchasing a product as a way of expressing their identity (Belk, 1988; Kapferer & Valette‐Florence, 2019). This search for recognition or social status within their social group (Katz & Sugiyama, 2006; Lins et al, 2022; Zavestoski, 2002) ends up facilitating the individual's impulsive consumption process (Katz & Sugiyama, 2006; Mette et al, 2019; Yang et al, 2021).…”

“…In the negative mood scenario, individuals with high social value will have a low level of impulsivity, given that the need to consume to differentiate themselves in their social groups and to have high status and prestige (Lins et al, 2022) is reduced due to the feeling of disappointment in mood (Katz & Sugiyama, 2006;Park, 2017). People with low social value will focus more on the need to escape this negative feeling of their results and on consumption to change their mood, rather than on their position among their social group (Hadjali et al, 2012).…”

“…For individuals who are in a positive mood due to some outcome that has resulted in happiness, satisfaction, and high self-esteem, the level of impulsivity will increase if the individual has high social value, but it will be slightly less if the individual's social value is low. The positive mood of the individual makes them want to celebrate and maintain their euphoric feeling (Dittmar, 2005;Kieling et al, 2016); therefore, the search for recognition among individuals in their social group makes the consumer more impulsive when social value is high and less impulsive when this consumer has less intrinsic social value (Belk, 1988;Katz & Sugiyama, 2006;Lins et al, 2022;Yang et al, 2021).…”