How Cognitive—Affective Dynamics and Inhibitory Control Diversify Pathways from Short—Video Exposure to Addiction: A Moderated Mediation Analysis Within the I-PACE Framework

Grounded in the I-PACE model, this study examines the mechanisms linking short-video exposure to addiction, specifically investigating the mediating roles of affective and cognitive reactions, and the moderating influence of inhibitory control and addiction status. A large-scale survey ( N = 1,274) was used to test a moderated mediation model of addiction, with its core affective and cognitive variables first defined through focus groups with a strategically selected subsample ( N = 169) of addicted and nonaddicted users. Results first revealed two distinct user profiles: an addicted group characterized by high emotional involvement and low control, marked by emotional ambivalence and cognitive inconsistency, and a nonaddicted group defined by low emotional involvement and high control. The moderated mediation analysis then uncovered the complex dynamics underlying these profiles. The role of self-regulation was found to be double-edged, profoundly moderated by inhibitory control. For individuals with low inhibitory control, greater use of self-regulatory strategies was associated with higher addiction severity, suggesting a conditional risk pattern consistent with a possible “backfire effect.” Conversely, for those with high inhibitory control, such strategies were largely redundant. Furthermore, the pathways to addiction diverged by addiction status. The process for addicted individuals was predominantly driven by the pursuit of positive emotions. In stark contrast, for nonaddicted individuals, the crucial battleground was self-regulation, which functioned as a critical defense, highlighting a vital window for early intervention. Together, these findings underscore the importance of inhibitory control, the double-edged nature of self-regulation, and the primacy of positive affective pathways, thereby refining the I-PACE model and offering targeted insights for prevention and intervention.