198. The consumption behavior of patients with mental disorders IN the environment of online marketing

Abstract Background With the rapid development of e-commerce and social media, online marketing has been deeply integrated into the daily consumption decision-making process of individuals. Compared to general consumers, individuals with mental disorders exhibit certain functional limitations in emotional regulation, impulse control, and risk assessment, making them more susceptible to the high-frequency information stimulation and emotional induction prevalent in online marketing environments. Existing research primarily focuses on the psychological mechanisms of online marketing effects on the general population, while studies addressing the consumption behavior characteristics and influencing factors of this special group remain relatively limited. Based on this, the present study aims to explore the consumption behavior characteristics and influencing factors of individuals with mental disorders in online marketing environments, providing a scientific basis for improving online consumption protection mechanisms and related mental health interventions for special populations. Methods This study employed a cross-sectional survey design, selecting 180 patients with mental disorders from a follow-up management program at a mental health medical institution in a certain city. The participants ranged in age from 20 to 55 years, all possessed basic internet usage skills, and were in a stable phase of their condition. Structured questionnaires were used to collect demographic information, internet usage habits, and consumption behavior characteristics. The primary measurement tools included the Online Marketing Susceptibility Scale (OMSS), the Impulsiveness Scale (Barratt Impulsiveness Scale, BIS-11), and a consumption behavior questionnaire. The relationship between online marketing factors and consumption behavior was analyzed using independent samples t-test, Pearson correlation analysis, and multiple linear regression analysis. The statistical significance level was set at p<.05. Results In the context of online marketing, the consumption behavior of patients with mental disorders is closely related to their sensitivity to online marketing and impulsive behavior levels. Correlation analysis indicates that Online Marketing Sensitivity Score (OMSS) shows a significant positive correlation with average monthly unplanned consumption expenditure (r = 0.43, p<.001) and a moderate positive correlation with the frequency of impulsive consumption (r = 0.46, p<.001). Further analysis reveals that emotion-inducing marketing and time-limited discount strategies exhibit the highest correlation with irrational consumption behaviors (r values of 0.39 and 0.41, respectively). Multiple linear regression analysis results demonstrate that, after controlling for confounding factors such as age, gender, and internet usage duration, online marketing sensitivity (β = 0.38, p<.001) and impulsive behavior levels (β = 0.41, p<.001) remain significant predictors of unplanned consumption behavior. Discussion The study reveals that individuals with mental disorders are more susceptible to emotional marketing messages and instant reward mechanisms in online marketing environments, which increases their risk of impulsive and irrational consumption behaviors. Their decision-making processes may be influenced by multiple factors, including emotional fluctuations, diminished cognitive control, and inadequate delayed gratification capacity. In the future, when formulating regulatory policies for online marketing and social support programs for patients with mental disorders, the consumption vulnerability of this group should be fully considered. By strengthening consumption risk warnings, enhancing digital literacy education and introducing psychological intervention mechanisms, their potential risks in the online consumption environment can be reduced. Funding No. 24A0741.