Effect of consumer self-discrepancy on materialism and impulse buying: the role of subjective well-being

Purpose - This study aims to explore how and why self-discrepancy affects materialism and impulsive buying and the extent to which subjective well-being mediates the relationship between self-discrepancy, materialism and impulsive buying. Design/methodology/approach - The authors have tested the hypothesis with a convenience sample (N 5 434) from Lithuania. Descriptive analysis, principal components analysis (PCA), serial mediation hypothesis tested with model 81 from regression-based path analysis modeling tool PROCESS Macro for IBM (R) SPSS (R) Statistics 24.7 statistical software. Findings - The serial and parallel mediation analysis results indicated that greater self-discrepancy was related to poorer life satisfaction, which was related to greater materialism centrality, which promoted greater impulsive buying. Also, the greater the self-discrepancy, caused more occurrence of negative affect, which relates to increased materialism happiness, which triggers impulsive buying. Self-discrepancy was negatively associated with the frequency of positive affect, which was positively related to materialism, which stimulates impulsive buying. Research limitations/implications - The study was dominated by younger respondents. The survey was conducted during the lockdown of the Covid-19 virus pandemic. Originality/value - There is little empirical evidence to support the reasoning behind why self-discrepancy predicts a higher degree of materialism, which increases impulsive buying. This study suggests the mechanism of how subjective well-being affects relationships of self-discrepancy on materialism and impulsive buying.