소비자 충동성과 통제력 부족에 대한 인식이 탐닉소비에 미치는 영향: 스트레스의 매개효과를 중심으로

This study aims to examine how the interaction between consumer impulsivity and perceived lack of control influences indulgent consumption through perceived stress. To this end, an experiment was conducted in which perceived lack of control was manipulated, impulsivity was measured, and participants’ levels of perceived stress and indulgent consumption intention were assessed. The results revealed that non-impulsive consumers experienced higher levels of stress when they perceived a lack of control, and this stress served as a psychological mediator that increased their intention to engage in indulgent consumption. In contrast, impulsive consumers did not show significant differences in perceived stress or indulgent consumption intention depending on the level of perceived control. These findings suggest that consumers’ emotional responses and consumption behaviors in situations involving perceived lack of control may differ depending on their impulsivity level. In particular, non-impulsive consumers may exhibit psychological vulnerability by responding more sensitively to perceived control loss. Prior studies on consumer impulsivity have predominantly focused on individuals with high impulsivity, who are generally more prone to emotional reactivity, impulsive purchases, and self-regulatory failure. However, this narrow focus overlooks how non-impulsive consumers—who are typically more self-disciplined and goal-oriented—may react under certain psychologically threatening conditions. By identifying perceived lack of control as a situational trigger that undermines self-regulatory capacity even among non-impulsive consumers, this study contributes to a more nuanced understanding of the boundaries of trait-based consumer behavior predictions. The experimental procedure included a manipulation task where participants were asked to recall and describe past experiences related to personal control or lack thereof, followed by standardized measures assessing impulsivity, perceived stress, and indulgent consumption intention. This approach enabled the testing of a moderated mediation model, in which perceived stress mediates the relationship between lack of control and indulgent consumption, with impulsivity acting as a moderator. The conditional indirect effect found in this study underscores the complex interaction between dispositional traits and situational perceptions in shaping consumer decisions. Theoretically, this study advances the literature on stress-based consumption and emotion-driven decision making by illustrating how even consumers with lower impulsivity can display self-control failures when exposed to certain psychological stressors. Practically, the findings suggest that marketing communications, public policy, and service design should carefully consider how cues related to autonomy, control, or helplessness are presented, as these may differentially impact consumer well-being. Tailored interventions that mitigate stress responses—especially in emotionally vulnerable but outwardly self-controlled individuals—can play a crucial role in promoting healthier and more sustainable consumption behaviors. While this study provides meaningful contributions, several limitations suggest directions for future research. First, indulgent consumption was measured using chocolate cake intention, but indulgence can take various forms such as shopping or gaming. Replicating the study across different indulgence domains would enhance generalizability. Also, impulsivity was treated as a stable trait, yet situational or emotional cues may cause temporary fluctuations. Future research could manipulate or control for such variations. Finally, qualitative methods such as text analysis or interviews could further reveal how consumers cognitively justify indulgence under perceived stress.