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. [1]