This study investigates the influence of temporal landmarks on nostalgic consumption through the mediating role of the need to belong. In particular, the study identifies end landmarks as one of the triggers of landmarks, a phenomenon that has not been studied in the existing nostalgic consumption literature. The research is composed of one pilot study and three experiments to test our research hypotheses. The results show that end temporal landmarks trigger feelings of nostalgia, which leads to nostalgic consumption through the need to belong. This study underscores the mediating role of the need to belong, which plays an important role in leading to nostalgic consumption. Building upon theoretical perspectives on the need to belong, our study enriches the research literature by linking extreme consumer emotional statuses, such as social anxiety, to the consumer need to belong, showing that consumer nostalgic consumption can become a coping strategy that counteracts these negative feelings and helps in regaining connection and supporting social relationship networks. Marketers may use the signs of end temporal landmarks to increase consumers’ nostalgia, which, in turn, will enhance consumers’ need to belong and thus lead to the purchasing and consumption of nostalgic products.

Purpose: Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the secret consumption literature by identifying the antecedents of secret consumption along with the explaining mechanism and boundary condition.Design/methodology/approach: An online study with experiment design was conducted to examine the impact of extroversion/introversion, self-presentation and product scarcity on secrete consumption.Findings: The results show that consumer extraverted disposition and the self-presentation motive negatively influence secret consumption intention and suggest this relationship is explained by the self-presentation need. The findings also revealed that perceived product scarcity attenuated the negative impact of extraversion and self-presentation on secret consumption intention.Research limitations/implications: The findings provide interesting insights into advertising and retailing. In recognizing that secret consumption is a prevalent phenomenon in consumer behavior that may improve actual consumer product evaluation and preference, retailers or brand managers may encourage consumers to consume secretly.Originality/value: This empirical study is a first attempt to explore the antecedents, mediating mechanism and boundary condition of consumer intention to engage in secrete consumption. The findings of the study provide important implication to theoretical development and managerial applications in advertising and retailing.

Purpose: The purpose of this research is to examine the effect of temporal landmarks on consumer perception of self-improvement products and its underlying psychological mechanism and the boundary condition. Design/methodology/approach: Four experimental studies were conducted, each with a single factor (temporal landmarks: start vs control) between-subjects design. This was followed by two additional experiments, each with a 2 (temporal landmarks: start vs control) × 2 (desire for subjective vitality: low vs control) and 2 (temporal landmarks: start vs control) × 2 (self-acceptance: high vs control) between-subjects design, respectively. Findings: Results show that start temporal landmarks increased consumer preferences for self-improvement products and this process was mediated by one's desire for subjective vitality, while self-acceptance moderated the impact of the desire for subjective vitality on preferences for self-improvement products. Originality/value: This study enriches the existing theory by illustrating that start temporal landmarks increased consumer preferences for self-improvement products via arousing consumers' aspirations for subjective vitality and self-acceptance moderated the process. The findings offer practical guidelines and ethical considerations for marketers and retailers.

Purpose: Merchants frequently devise a myriad of marketing stimuli, which often precipitate impulse buying behaviors among consumers. Existing literature has pinpointed individual traits, motivations, resources, and marketing strategies as key drivers of impulse buying behaviors. However, studies on individual traits have predominantly focused on internal psychological characteristics, and it remains unclear how “individual appearance” influences impulse buying. Design/methodology/approach: Grounded in the theories of Symbolic Consumption and Choice Overload, this research employs a questionnaire survey to dissect the impact mechanisms of body image (appearance attractiveness) on impulse buying. Utilizing SPSS 27.0 and AMOS 28.0, this study conducts an empirical analysis of data derived from 476 samples. Findings: Body image positively influences impulse buying, with material pursuit and self-confidence acting as mediators. Self-control serves as a negative moderator in the relationship between material pursuit/self-confidence and impulse buying. Originality/value: This research advances the understanding of the influence of body image on impulse buying, transcending the traditional inhibitory mechanism of “self-confidence—impulse buying” and establishing a facilitative framework grounded in Choice Overload Theory. This study suggests that businesses can enhance consumers’ body image perception by using lighting and beauty-enhancing fitting mirrors, thereby increasing impulse buying behavior.

Purpose: This study aims to resolve a key paradox in influencer marketing: why brands are increasingly designing virtual influencers with aesthetic imperfections (e.g. freckles), despite conventional wisdom suggesting that perfection is key. It investigates when and why these imperfections enhance consumer engagement, specifically by comparing their effects on virtual versus human influencers. Design/methodology/approach: The research employs two main experiments and a supplementary robustness study. Participants were exposed to images of either a virtual or a human influencer, both manipulated to have aesthetic imperfections. The data were analyzed using ANOVA and a moderated mediation model to test the proposed theoretical framework. Findings: The two main studies show that aesthetically imperfect virtual influencers elicit higher consumer engagement than aesthetically imperfect human influencers, partly through perceived scarcity. A supplementary study further rules out perceived authenticity and anthropomorphism as alternative mediators and shows that the effect extends to purchase intention, especially under symbolic product appeal framing. Practical implications: Brands can enhance virtual influencer engagement by using minor aesthetic imperfections as scarcity cues, especially for consumers seeking uniqueness and symbolic products. Originality/value: This study compares consumer responses to aesthetic imperfections in virtual and human influencers. It helps reconcile mixed findings in the literature and advances theory by identifying perceived scarcity as a psychological mechanism that enhances virtual influencer appeal. The study also extends scarcity theory to the digital context and offers practical guidance for designing “perfectly imperfect” virtual personas that engage targeted consumer segments.