This paper aimed to situate the hedonism–materialism–impulse buying relationship within the theoretical frameworks of the theory of regulatory focus and the theory of social influence. Drawing from these two theories, this paper adopted the theory-building process to build a moderated mediational model that explained the mediated effect of materialism in the hedonism – impulse buying relationship. This paper also explored theoretically the moderating roles of individualism/collectivism among the constructs of hedonism, materialism, and impulse buying. This paper has contributed to the research discourse on impulse buying by showing the explanatory mechanism of a mediated moderated model.

1. Aaker, J., & Schmitt, B. (2001.. Culture-dependent assimilation and differentiation of the self : Preferences for consumption symbols in the United States and China. Journal of Cross-Cultural Psychology, 32(5., 561–576. https://doi.org/10.1177/0022022101032005003
2. Agarwal, S., & Raychaudhuri, P. S. (2019.. Consumer perception of B2C websites : An empirical study of Delhi–NCR. Indian Journal of Marketing, 49(6., 35–47. https://doi.org/10.17010/ijom/2019/v49/i6/144698
3. Ahuvia, A. C., & Wong, N. Y. (2002.. Personality and values based materialism : Their relationship and origins. Journal of Consumer Psychology, 12(4., 389–402. https://doi.org/10.1016/S1057-7408(16.30089-4
4. Ajzen, I. (1991.. The theory of planned behavior. Organizational Behaviour and Human Decision Processes, 50(2., 179-211. https://doi.org/10.1016/0749-5978(91.90020-T
5. Alex, N. J., & Menon, P. (2018.. Influence of ambient perfumes on consumer spending behaviour : A study among apparel shoppers in an Indian setting. Indian Journal of Marketing, 48(1., 61–74. https://doi.org/10.17010/ijom/2018/v48/i1/120736
6. Armitage, C. J., & Conner, M. (2001.. Efficacy of the theory of planned behaviour : A meta-analytic review. British Journal of Social Psychology, 40(4., 471–499. DOI : 10.1348/014466601164939
7. Bagozzi, R. P., & Lee, K. H. (2002.. Multiple routes for social influence : The role of compliance, internalization, and social identity. Social Psychology Quarterly, 65(3., 226-247. https://doi.org/10.2307/3090121
8. Batra, R., & Ahtola, O. T. (1991.. Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159-170. https://doi.org/10.1007/BF00436035
9. Baumeister, R. F. (2002.. Yielding to temptation : Self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4., 670–676. https://doi.org/10.1086/338209
10. Baumeister, R. F., & Vohs, K. D. (2004.. Handbook of self-regulation: Research, theory, and applications. The Guilford Press.
11. Belk, R. W. (1985.. Materialism : Trait aspects of living in the material world. Journal of Consumer Research, 12(3., 265–280. https://doi.org/10.1086/208515
12. Bianco, A. T., Higgins, E. T., & Klem, A. (2003.. How “fun/importance” fit affects performance: Relating implicit theories to instructions. Personality and Social Psychology Bulletin, 29(9., 1091–1103. https://doi.org/10.1177/014616720325348
13. Chen, C. - C., & Yao, J. - Y. (2018.. What drives impulse buying behaviors in a mobile auction ? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5., 1249–1262. https://doi.org/10.1016/j.tele.2018.02.007
14. Deci, E. L., & Ryan, R. M. (2012.. Motivation, personality, and development within embedded social contexts : An overview of self-determination theory. In R. M. Ryan (ed.., The Oxford handbook of human motivation (pp. 85–107.. New York, NY : Oxford University Press.
15. Devinney, T. M., Auger, P., & Eckhardt, G. M. (2010.. The myth of the ethical consumer. Cambridge University Press.
16. Dholakia, U. M. (2000.. Temptation and resistance : An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(11., 955–982. https://doi.org/10.1002/1520-6793(200011.17:11<955::AID-MAR3>3.0.CO;2-J
17. Festinger, L. (1950.. Informal social communication. Psychological Review, 57(5., 271–282. https://doi.org/10.1037/h0056932
18. Festinger, L. (1954.. A theory of social comparison processes. Human Relations, 7(2., 117–140. https://doi.org/10.1177/001872675400700202
19. Gollwitzer, P. M., Wicklund, R. A., & Hilton, J. L. (1982.. Admission of failure and symbolic self - completion : Extending Lewinian theory. Journal of Personality and Social Psychology, 43(2., 358-371. https://doi.org/10.1037/0022-3514.43.2.358
20. Hagger, M. S., Chatzisarantis, N. L., & Harris, J. (2006.. From psychological need satisfaction to intentional behavior : Testing a motivational sequence in two behavioral contexts. Personality and Social Psychology Bulletin, 32(2., 131–148. https://doi.org/10.1177/0146167205279905
21. Hausman, A. (2000.. A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5., 403–426. https://doi.org/10.1108/07363760010341045
22. Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009.. Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1., 20–31. https://doi.org/10.1111/j.1467-839X.2008.01266.x
23. Higgins, E. T. (1998.. Promotion and prevention : Regulatory focus as a motivational principle. In, Advances in experimental social psychology (Vol. 30, pp. 1–46.. Academic Press Inc. https://doi.org/10.1016/S0065-2601(08.60381-0
24. Higgins, E. T. (2012.. Regulatory focus theory. In P. A. M. Van Lange, A. W. Kruglanski, & E. T. Higgins (eds.., Handbook of theories of social psychology (Vol. 1, pp. 483-504.. Thousand Oaks, CA: SAGE.
25. Hoch, S. J., & Loewenstein, G. F. (1991.. Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17(4., 492-507. https://doi.org/10.1086/208573
26. Hofstede, G. (1991.. Empirical models of cultural differences. In N. Bleichrodt & P. J. D. Drenth (eds.., Contemporary issues in cross-cultural psychology (pp. 4-20.. Swets & Zeitlinger Publishers.
27. Holbrook, M. B., & Gardner, M. P. (2000.. Illustrating a dynamic model of the mood - updating process in consumer behavior. Psychology & Marketing, 17(3., 165 –194.https://doi.org/10.1002/(SICI.1520-6793(200003.17:3<165::AID-MAR1>3.0.CO;2-5
28. Jain, K., Gautam, S., & Pasricha, D. (2018.. The pleasure and the guilt-impulse purchase and post purchase regret: A study of young Indian consumers. Indian Journal of Marketing, 48(3., 49–63. https://doi.org/10.17010/ijom/2018/v48/i3/121984
29. Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003.. The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7., 505–511. https://doi.org/10.1016/S0148-2963(01.00250-8
30. Kacen, J. J., & Lee, J. A. (2002.. The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2., 163–176. https://doi.org/10.1207/S15327663JCP1202_08
31. Karabati, S., & Cemalcilar, Z. (2010.. Values, materialism, and well-being : A study with Turkish university students. Journal of Economic Psychology, 31(4., 624–633. https://doi.org/10.1016/j.joep.2010.04.007
32. Kasser, T. (2016.. Materialistic values and goals. Annual Review of Psychology, 67(1., 489–514. https://doi.org/10.1146/annurev-psych-122414-033344
33. Kasser, T., Cohn, S., Kanner, A. D., & Ryan, R. M. (2007.. Some costs of American corporate capitalism : A psychological exploration of value and goal conflicts. Psychological Inquiry, 18(1., 1–22. https://doi.org/10.1080/10478400701386579
34. Keller, J. (2007.. When negative stereotypic expectancies turn into challenge or threat : The moderating role of regulatory focus. Swiss Journal of Psychology, 66(3., 163-168. https://doi.org/10.1024/1421-0185.66.3.163
35. Keller, J. (2008.. On the development of regulatory focus : The role of parenting styles. European Journal of Social Psychology, 38(2., 354-364.
36. Kelman, H. C. (1961.. Three processes of social influence. Public Opinion Quarterly, 25(1., 57–78. https://doi.org/10.1086/266996
37. Laran, J. (2010.. Choosing your future : Temporal distance and the balance between self-control and indulgence. Journal of Consumer Research, 36(6., 1002–1015. https://doi.org/10.1086/648380
38. Lee, J. A., & Kacen, J. J. (2008.. Cultural influences on consumer satisfaction with impulse and planned purchase decisions. Journal of Business Research, 61(3., 265–272. https://doi.org/10.1016/j.jbusres.2007.06.006
39. Markus, H. R., Mullally, P. R., & Kitayama, S. (1997.. Selfways : Diversity in modes of cultural participation. In, U. Neisser & D. A. Jopling (eds.., The Emory symposia in cognition. The conceptual self in context : Culture, experience, self-understanding (pp. 13-61.. Cambridge University Press.
40. Mattila, A. S., & Enz, C. A. (2002.. The role of emotions in service encounters. Journal of Service Research, 4(4., 268–277. https://doi.org/10.1177/1094670502004004004
41. Nan, X., & Heo, K. (2007.. Consumer responses to corporate social responsibility (CSR. initiatives : Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2., 63-74. https://www.jstor.org/stable/20460783
42. Padival, A., Michael, L. K., & Hebbar, S. (2019.. Consumer perception towards social media advertisements: A study done in a semi-urban city of South India. Indian Journal of Marketing, 49(2., 38–51. https://doi.org/10.17010/ijom/2019/v49/i2/141582
43. Pasricha, D., Jain, K., & Singh, G. (2020.. Antecedents affecting the purchase intention of millennials towards luxury fashion goods : A mixed methods study. Indian Journal of Marketing, 50(1., 24–41. https://doi.org/10.17010/ijom/2020/v50/i1/149772
44. Podoshen, J. S., & Andrzejewski, S. A. (2012.. An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3., 319–334. https://doi.org/10.2753/MTP1069-6679200306
45. Prashar, S., Parsad, C., & Vijay, T. S. (2015.. Application of neural networks technique in predicting impulse buying among shoppers in India. Decision, 42, 403–417. https://doi.org/10.1007/s40622-015-0109-x
46. Richins, M. L., & Dawson, S. (1992.. A consumer values orientation for materialism and its measurement : Scale development and validation. Journal of Consumer Research, 19(3., 303–316. https://doi.org/10.1086/209304
47. Richins, M. L., & Rudmin, F. W. (1994.. Materialism and economic psychology. Journal of Economic Psychology, 15(2., 217–231. https://doi.org/10.1016/0167-4870(94.90001-9
48. Rise, J., Sheeran, P., & Hukkelberg, S. (2010.. The role of self - identity in the theory of planned behavior : A meta - analysis. Journal of Applied Social Psychology, 40(5., 1085-1105. https://doi.org/10.1111/j.1559-1816.2010.00611.x
49. Rook, D. W. (1987.. The buying impulse. Journal of Consumer Research, 14(2., 189–199. https://doi.org/10.1086/209105
50. Rook, D. W., & Fisher, R. J. (1995.. Normative influences on impulsive buying behaviour. Journal of Consumer Research, 22(3., 305–313. https://doi.org/10.1086/209452
51. Saad, M., & Metawie, M. (2015.. Store environment, personality factors and impulse buying behavior in Egypt : The mediating roles of shop enjoyment and impulse buying tendencies. Journal of Business and Management Sciences, 3(2., 69-77.
52. Saptono, L., Soetjipto, B. E., Wahjoedi, & Wahyono, H. (2019.. The influence of financial quantitative literacy and subjective numeracy on impulsive consumption with materialism as the mediator variable. Indian Journal of Marketing, 49(10., 23–41. https://doi.org/10.17010/ijom/2019/v49/i10/147563
53. Sen, S., & Nayak, S. (2019.. Influence of materialism on impulse buying among Indian millennials : Does income matter ? Indian Journal of Marketing, 49(12., 47–60. https://doi.org/10.17010/ijom/2019/v49/i12/149110
54. Silvera, D. H., Lavack, A. M., & Kropp, F. (2008.. Impulse buying : The role of affect, social influence, and subjective wellbeing. Journal of Consumer Marketing, 25(1., 23–33. https://doi.org/10.1108/07363760810845381
55. Stets, J. E., & Burke, P. J. (2000.. Identity theory and social identity theory. Social Psychology Quarterly, 63 (3., 224–237. https://doi.org/10.2307/2695870
56. Sullivan, P., & Heitmeyer, J. (2008.. Looking at Gen Y shopping preferences and intentions : Exploring the role of experience and apparel involvement. International Journal of Consumer Studies, 32(3., 285–295. https://doi.org/10.1111/j.1470-6431.2008.00680.x
57. Trope, Y., & Fishbach, A. (2000.. Counteractive self-control in overcoming temptation. Journal of Personality and Social Psychology, 79(4., 493–506. https://doi.org/10.1037/0022-3514.79.4.493
58. Valaei, N., & Nikhashemi, S. R. (2017.. Generation Y consumers’ buying behaviour in fashion apparel industry : A moderation analysis. Journal of Fashion Marketing and Management: An International Journal, 21(4., 523–543. https://doi.org/10.1108/JFMM-01-2017-0002
59. Verplanken, B., & Herabadi, A. (2001.. Individual differences in impulse buying tendency : Feeling and no thinking. European Journal of Personality, 15(S1., S71–S83. https://doi.org/10.1002/per.423
60. Verplanken, B., & Sato, A. (2011.. The psychology of impulse buying : An integrative self-regulation approach. Journal of Consumer Policy, 34, 197–210. https://doi.org/10.1007/s10603-011-9158-5
61. Vohs, K. D., & Faber, R. J. (2007.. Spent resources : Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4., 537–547. https://doi.org/10.1086/510228
62. Xiao, S. H., & Nicholson, M. (2011.. Mapping impulse buying : A behaviour analysis framework for services marketing and consumer research. The Service Industries Journal, 31(15., 2515–2528. https://doi.org/10.1080/02642069.2011.531123
63. Youn, S., & Faber, R. J. (2000.. Impulse buying : Its relation to personality traits and cues. In, S. J. Hoch & R. J. Meyer, NA - Advances in Consumer Research (Vol. 27, pp. 179-185.. Provo, UT : Association for Consumer Research.
64. Yu, C., & Bastin, M. (2010.. Hedonic shopping value and impulse buying behavior in transitional economies : A symbiosis in the Mainland China marketplace. Journal of Brand Management, 18(2., 105-114. https://doi.org/10.1057/bm.2010.32