This study aims to examine the relationship among media multitasking, impulse buying, and psychological well-being. Two competing perspectives exist to explain the relationship. The breadth-biased cognitive control perspective suggests that media multitasking influences impulse buying, which in turn influences affective well-being (i.e., depression or anxiety) and cognitive well-being (i.e., life satisfaction)(van der Schuur, Baumgartner, Sumter, & Valkenburg, 2015). The mood regulation perspective, instead, suggests that cognitive well-being (i.e., life satisfaction) influences media multitasking, which in turn influences impulse buying, and consequently affective well-being (i.e., depression or anxiety)(Seinauskiene, Mascinskiene, Petrike, & Rutelione, 2016). This study employed an online survey across three universities located in northern, central and southern Taiwan. A total of 662 valid responses were obtained. The results supported the breadth-biased cognitive control model.

• Yuhmiin Chang(National Chengchi University and Taiwan Institute of Governance and Communications Research (TIGCR), Taiwan, Republic of China)