Self-discrepancy and impulse buying: an exploratory study

Nowadays, consumer behavior is more sophisticated and complex than before. In this study, I attempt to analyze the relationship between impulse buying (consumerʼs emotional side of the consumption) and an individualʼs self-discrepancy (the difference between what one is and what one would like to be). I propose that a consumer uses impulse buying to lift oneʼs self up and remove oneʼs self-discrepancy. Results from a sample of consumers in Spain established that a consumer experienced self-discrepancy was likely to have impulse buying. Moreover, the larger the self discrepancy, the more one was dissatisfied with oneʼs consumption. Finally, symbolic meanings of products to the consumer were associated with the different areas of self-discrepancy. Clothing is associated with not only oneʼs image in front of others but also oneʼs self-esteem. Therefore, impulse buying in clothing is positively related to oneʼs self-discrepancy in the emotional side of self.