Does Engagement in Self-Presentation Affect the Ability to Make Rational Purchase Decisions?
Oesch, Katharina C.
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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.