Spent Resources: Self‐Regulatory Resource Availability Affects Impulse Buying

This research investigated impulse buying as resulting from the depletion of a common—but limited—resource that governs self‐control. In three investigations, participants’ self‐regulatory resources were depleted or not; later, impulsive spending responses were measured. Participants whose resources...

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Bibliographic Details
Published in:	The Journal of consumer research 2007-03, Vol.33 (4), p.537-547
Main Authors:	Vohs, Kathleen D., Faber, Ronald J.
Format:	Article
Language:	eng
Subjects:	Buying behavior Cognitive models Commercial regulation Consumer behavior Consumer spending Desire Impulse buying Impulsiveness Purchasing Shivs Spending Studies
Online Access:	Get full text
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Summary:	This research investigated impulse buying as resulting from the depletion of a common—but limited—resource that governs self‐control. In three investigations, participants’ self‐regulatory resources were depleted or not; later, impulsive spending responses were measured. Participants whose resources were depleted, relative to participants whose resources were not depleted, felt stronger urges to buy, were willing to spend more, and actually did spend more money in unanticipated buying situations. Participants having depleted resources reported being influenced equally by affective and cognitive factors and purchased products that were high on each factor at equal rates. Hence, self‐regulatory resource availability predicts whether people can resist impulse buying temptations.
ISSN:	0093-5301 1537-5277