Why do consumers yield to temptation? This article looks at two increasingly common types of consumer behavior: impulse buying (IB) and compulsive buying (CB). Specifically, we investigate the impact of self-control (SC), core self-evaluations (CSE), and satisfaction with life (SWL) on these enigmatic consumer behaviors. First, the article develops the distinctions and commonalities between IB and CB. Then, through evaluation of student and general adult samples, the impact of the above three variables on IB and CB is empirically tested. Findings suggest that SC does negatively impact both IB and CB but its relationship with these two behaviors varies across age cohorts. SC was also found to be positively associated with SWL in both samples. CSE was found to positively impact SC and negatively impact both IB and CB. SWL, however, was not found to impact IB or CB. SC also partially mediated the relationship between CSE and IB for adults but not students and partially mediated the impact of CSE (adults only) on CB. As the above results attest, the relationships examined in the present study are nuanced within a given age cohort but also across age cohorts. Future research directions and study implications and limitations are discussed.
Roberts, James A.; Petnji Yaya, Luc Honore; and Gwin, Carol
"Yielding to Temptation in Buying: Is It Simply a Matter of Self-Control?,"
Atlantic Marketing Journal: Vol. 4
, Article 5.
Available at: http://digitalcommons.kennesaw.edu/amj/vol4/iss2/5