November 21: Why We Spend When We Mean to Save

Sunghwan Yi, Associate Professor of Marketing and Consumer Studies, discusses underlying causes of impulse buying in an article featured by the Financial Post. 

“When people are well-fed and not fatigued, people can overcome the temptation to splurge quite well. If you go shopping Saturday morning after having had a hearty breakfast and feeling refreshed, you tend to cope with the temptation to buy a lot better. When you’re tired, when you’ve had a lousy day at work or when you are hungry, it’s hard for a lot of people to deal with the temptation to buy. We call this self-regulatory resource depletion,” said Sunghwan Yi, associate professor of marketing and consumer studies at the University of Guelph.

Read full Financial Post article.