Yielding To Temptation: Self-Control Failure

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If you think that you have never fallen prey to impulse buying, it’s quite likely that you’re kidding yourself. Take a moment to look around your house and you will probably find lots of products that you never really needed or perhaps never even used. For instance, the juice maker in your kitchen cupboards, the treadmill in your garage, the unworn clothes in your closet, the list goes on. So why do we impulse buy? Many shoppers might say,”I just couldn’t resist it.” Roy F. Baumeister, author of Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior, is wary of the claim that buying impulses are irresistible. He states that impulse buying takes place when our self-control fails. You probably would rather …show more content…

These questions have no clear answers so it becomes difficult to resolve the conflict between the two goals. Another time when we are more susceptible to impulse buys in when we indulge in retail therapy. You may have heard of the phrase “When the going gets tough, the tough go shopping”? Retail therapy is shopping with the primary purpose of improving the buyer's mood. The happiness that comes from shopping is normally short-lived. Studies have also shown that compulsive shoppers derive more pleasure and satisfaction from the buying process than from actually owning the item. People generally want to feel good, and when people are upset the goal of feeling better becomes increasingly important and central to their actions. So much so that if a person is torn between saving money and spending it for the sake of feeling good, the emotional distress may shift the balance in favor of making the …show more content…

Regularity avoids the need to make conscious, deliberate decisions. In the same way, it seems regular purchasing patterns are likely to minimize impulsive buying. For instance, buying the same groceries every Wednesday will leave little room for impulsive choices. Similarly making a shopping list removes the room for decision making and impulse buying thereby reducing the chances of spending too much and getting home with things you do not really want or

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