Journal of the Korean Home Economics Association 2003;41(12):103-116.
소비자의 구매충동 제어전략에 관한 연구
The Strategies of Consumers to Resist their Buying Impulse
송인숙
가톨릭대학교 생활과학부 소비자주거학전공
ABSTRACT
It's very important to control their buying impulse for consumers surrounding in the very aggressive marketing strategies and materialistic socio-economic system. This study was to explore consumer's strategies to resist their buying impulses. The results from content analysis of interview data show various strategies and very similar to the self-control strategies of literature. The pre-stage strategies to resist buying impose were avoidances marketing strategies, pre-commitments, searching informations and bringing shopping lists and etc. The post-stage strategies were suspicions about marketing messages, considerations of negative outcomes, postponements, economic cost assessments, substitutions and etc. Developments and assessments of education programs to enhance consumer's self-control were needed.
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