“…Do I Need It, Do I, Do I Really Need This?”: Exploring the Role of Rationalization in Impulse Buying Episodes

Andreas Chatzidakis, Royal Holloway University of London, UK
Andrew Smith, Nottingham University, UK
Sally A. Hibbert, Nottingham University, UK
The paper complements existing research regarding the interplay between impulsive and deliberative processes in consumer decision making, by examining how cognition (in the form of rationalizations or motivated judgements) enables people to proceed with (rather than control) their impulses. It applies the concept of neutralization (Sykes and Matza, 1957), in the manner of a theory of motivated cognition and as a taxonomy of pre- and post-behavioral rationalizations; and presents findings from a preliminary study which suggests that neutralization theory can be applied to accounts of impulse buying episodes.
[ to cite ]:
Andreas Chatzidakis, Andrew Smith, and Sally A. Hibbert (2009) ,"“…Do I Need It, Do I, Do I Really Need This?”: Exploring the Role of Rationalization in Impulse Buying Episodes", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 248-253.