Implementation Intentions As Self-Regulation Tool For Low- and High-Level Impulsive Buyers – a Behavioral and Neurophysiological Investigation

Isabella Kopton, Zeppelin University, Germany
Bruno Preilowski, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
In postmodern societies impulsive buying is increasingly prevalent and can even transition to pathological compulsive buying with negative consequences on consumers’ well-being. This paper analyses the effectiveness of self-regulatory implementation intentions to control impulsive buying behavior. Results suggest that implementation intentions are a valuable tool for decreasing impulsive buying tendencies.
[ to cite ]:
Isabella Kopton, Bruno Preilowski, and Peter Kenning (2012) ,"Implementation Intentions As Self-Regulation Tool For Low- and High-Level Impulsive Buyers – a Behavioral and Neurophysiological Investigation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1106-1106.