Core Insights - Fast fashion consumption may negatively impact perceptions of self-control, affecting personal finances and professional image [1][6] - The global fast fashion market is projected to grow from approximately $151 billion in 2024 to $291 billion by 2032, with brands like Zara, H&M, and Shein leveraging social media for market penetration [1] Research Background - The fast fashion business model is characterized by its trendiness, disposability, and unsustainability, yet its psychological impact on consumers, particularly how they are perceived by others, has not been thoroughly explored [4] - The study aims to investigate whether fast fashion consumption signals lower self-control to external observers [4] Research Findings - The study identifies six core hypotheses, concluding that fast fashion consumption leads to negative perceptions of self-control due to a "short-term focus" mindset [5][6] - Heavy fast fashion consumers are perceived to have lower self-control compared to light consumers, but cues indicating long-term orientation can mitigate this negative effect [5][6] Practical Implications - The research highlights the social cognitive risks associated with consumer choices, urging consumers to consider the implications of their spending habits [7] - It provides critical insights for marketers, especially for fast fashion brands, regarding brand image management and crisis communication strategies [7]