The effect of perceived busyness on nostalgic consumption intention: based on compensatory control theory

Introduction: In modern society, where busyness serves as the main theme, busyness not only affects consumers' social cognition, physical and mental health, but also influences their behaviors. Previous studies have mostly explored its impact on consumer behavior from the perspective of positive psychological perceptions induced by busyness, with relatively few studies examining its impact from the perspective of negative psychological perceptions triggered by busyness. Based on compensatory control theory, this study aimed to investigate the effect of perceived busyness on nostalgic consumption, as well as the mediating role of the sense of control and the moderating role of perceived autonomy. Methods: We collected data from 655 participants across four studies. Data were analyzed using statistical techniques including t-tests, linear regression, and mediation and moderation effect analyses. Results: The findings revealed that: (1) perceived busyness positively influences consumers' willingness to engage in nostalgic consumption; (2) sense of control mediates this relationship; and (3) perceived autonomy moderates both the direct effect of busyness on nostalgic consumption and the mediating effect of sense of control, confirming a pattern of moderated mediation. Discussion: This research expands the theoretical understanding of perceived busyness within consumer behavior. It also provides practical insights for policymakers and organizers regarding mental health management for individuals experiencing high levels of busyness.