To regret or not to regret: The influence of impulsive buying on consumer subjective well-being with mediating role of positive thinking

Research background and purpose The study aims to analyze the impact of impulsive buying dimensions on consumer subjective well-being with a mediating role of positive thinking. Design/methodology/approach Quantitative survey forms comprising of 300 sample size were used to collect data from consumers in apparel and fashion industry of Pakistan Findings Using Cognitive Emotion Theory (CET), our research findings show cognitive facets of impulsive (CIB) buying is negatively associated with subjective well-being(SWB) while affective facets of impulsive (AIB) buying is positively associated with subjective well-being. Further, Positive thinking(PT) fully mediate the relationship between CIB and SWB, while partially mediation exists between AIB and SWB. Value added and limitations The study findings provide solution for marketers to capitalize on the relations between these psychological constructs. The scope of this study is only applicable in apparel and fashion industry in context of Pakistan.