Rong Huang

The concept of impermanence is one of the three essential teachings in Buddhism, known as the three marks of existence (TME), which describe the nature of experience. This study is among the first to empirically investigate the impact of an impermanence mindset—an underexplored psychological factor—on consumer behavior. Using Buddhist psychology as a framework, the research examines two novel psychological dimensions: impermanence awareness and impermanence acceptance, and their influence on consumer well-being. A total of 327 participants from the USA completed a survey study via Amazon Mechanical Turk. Our findings distinguish between impermanence awareness and impermanence acceptance conceptually and empirically. Impermanence awareness is positively linked to perceived resource scarcity and negatively associated with consumer peace of mind and consumer well-being. In contrast, impermanence acceptance is positively related to peace of mind and consumer well-being, and marginally negatively associated with perceived resource scarcity. Our study underscores that while awareness may serve as a foundation, it is the acceptance of impermanence that drives positive psychological and behavioral outcomes, offering a pathway to greater consumer well-being and more ethical consumption attitudes. Given that current consumer psychology largely relies on cognitive, social, and behavioral frameworks, this research highlights the potential for integrating alternative approaches, such as Buddhist psychology, to address often overlooked consumer issues like happiness, life satisfaction, and well-being.

The regulatory effect of embodied emotion on one’s general emotion and the impact of the compatibility or incompatibility of the two types of emotion on creative thinking are still debatable. The purpose of this study is to investigate these issues experimentally. In Experiment 1, participants completed an explicit positive and negative emotion test [Positive and Negative Affect Schedule (PANAS)] and an implicit positive and negative emotion test [Implicit Positive and Negative Affect Test (IPANAT)] twice on a computer after emotional video priming was used to induce negative emotions and facial expression manipulation was performed to induce embodied positive or negative emotions. It was found that maintaining the expression of a suppressed smile was helpful in regulating negative emotions ( p = 0.047). Specifically, the implicit negative emotions induced by facial expression manipulation had a positive regulating effect on the implicit negative emotions induced by the video (T1, M = 47.813; to T2, M = 44.188). In Experiment 2, the positive or negative emotions of the participants were induced using emotional videos, and facial expression manipulation was used to induce their embodied positive or negative emotions. Then, the participants completed a creative test by completing alternative use tasks (AUTs) and Chinese character riddles. The AUT fluency score in the emotionally compatible group was significantly higher than that in the emotionally incompatible group ( p = 0.032), but while experiencing negative emotions, the emotionally compatible group had a significantly higher originality score and insight in Chinese character riddle score than the emotionally incompatible group ( p = 0.017, p = 0.004). Therefore, embodied negative emotion has a significant regulating effect on implicit negative emotion. The compatibility of emotion activated by facial expression and viewing a video contributes to creative thinking, whereas the incompatibility of emotion hinders creative thinking. The compatibility of emotion under positive emotions improved thinking fluency, whereas under negative emotions, it activated originality and insight in creative thinking. The influence of such emotional compatibility on creative thinking may be due to the regulating effect of embodied emotions on implicit emotions induced by emotional stimuli.

Mankind’s research on marketing has a history of hundreds of years, and it has been fruitful in continuous summary and research. Now the theory of marketing has gradually penetrated into the minds of every company and even individual. A successful marketing strategy is the inevitable result of scientific planning and effective implementation. However, the current marketing strategy has gradually failed to meet the needs of corporates. In order to find the best solution for corporate marketing strategy, we built a simulation environment based on mobile computing and machine learning and compared the differences by simulating several companies of the same size in this city. The results of the study found that intelligent marketing based on machine learning is more suitable for enterprises than general marketing strategies. The efficiency of enterprises has increased by about 20%, and the income of enterprises has increased by more than 30% compared with traditional marketing strategies. This shows that the intelligent marketing strategy based on mobile computing and machine learning to build a simulated environment plays an extremely important role in the peculiarities.