Merry Impulsivity: Belief Systems About the Dark and Bright Sides of Being Bad Consumers

Impulsivity is typically considered as a negative behaviour that should be avoided at any cost. Despite this common approach to impulsive behaviors as self-control failures that are regretted latter, we propose that impulsivity may have a bright side. Findings from two studies show that low self-regulators, compared with high self-regulators, are considered to possess a set of positive personal characteristics, to have a more positive attitude towards life and, importantly, to be happier. Results add to the self-control literature by offering a possible explanation why consumers frequently seem to “fail”, persistently engaging in non self-regulatory activities.


Rita Coelho do Vale (2010) ,"Merry Impulsivity: Belief Systems About the Dark and Bright Sides of Being Bad Consumers", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 713-714 .


Rita Coelho do Vale, FCEE-UCP, Catholic University of Portugal, Portugal


NA - Advances in Consumer Research Volume 37 | 2010

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