Does Engagement in Self-Presentation Affect the Ability to Make Rational Purchase Decisions?
Abstract
Previous research has indicated that self-presentation can deplete self-regulatory resources. The
depletion of these resources has been shown to affect impulsive buying tendencies; however no
research has directly examined whether self-presentation leads to impulsive buying behavior.
The purpose of this study is to examine whether self-presentation directly leads to impulsive
buying behavior. A total of 114 participants from the University of Central Missouri participated
in this study. Participants were randomly assigned to either the self-presentation condition or
non-self-presentation condition. Participants completed a video-recorded interview, an online
shopping scenario, a short questionnaire, and a demographics form. Two, two-way ANOVAs
were conducted to see the effect of self-presentation and gender on impulsive buying tendencies
and amount spent on selected impulse buying items. However, the results did not support either
of hypotheses. Future research concerning self-presentation and impulse being is encouraged.
Also, different methodologies regarding self-presentation manipulation and shopping scenarios is
warranted to understand the relationship between self-presentation and impulse buying.