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Yielding To Temptation In Buying: Is It Simply A Matter Of Self-Control?, James A. Roberts, Luc Honore Petnji Yaya, Carol Gwin

Atlantic Marketing Journal

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 …