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Yessi Pratiwi — December 12, 2007 / 1:12 am
People who exercise self control in some way, such as dieting or trying not to look at or think about something, will tend to make more impulse purchases if given the opportunity, a study from the Journal of Consumer Research reported.
Opportunities for impulse purchasing have increased with the proliferation of ATMs, shopping on the Internet, and shop-at-home television programs. Instead of gauging desire for things, they are the first to measure actual spending patterns after the exertion of self-control, expanding the literature to include the impulse to buy.
The research shows that people need self-regulatory resources to resist impulse buying temptations, and that these resources can be depleted by prior self-control efforts. That’s why, people should avoid shopping on days when they have earlier exercised great self-control such as a new diet.
Adapted from materials provided by University of Chicago Press Journals.
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