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Spent Resources: Self‐Regulatory Resource Availability Affects Impulse Buying

Kathleen D. Vohs and Ronald J. Faber
Journal of Consumer Research
Vol. 33, No. 4 (March 2007), pp. 537-547
Published by: Oxford University Press
DOI: 10.1086/510228
Stable URL: http://www.jstor.org/stable/10.1086/510228
Page Count: 11
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Spent Resources: Self‐Regulatory Resource Availability Affects Impulse Buying
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Abstract

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.

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