Why does PDB affect impulsive buying?
The researchers found that PDB influences impulsive buying through its effect on self-control. “It seems that people with high PDB exert self-control more often and over time may get habituated to self-control,” Mittal said. “Like many other good habits, self-control is something that can be improved and mastered through practice. Self-control in one domain of life transfers to other domains. Thus, parents who teach their children self-control can expect to also help their kids become better managers of their financial resources. “We should emphasize that even within a single country or culture, you will find that individuals differ in terms of their PDB and self-control tendencies. As the financial crisis unfolds, we would all benefit from thinking about our level of self-control and impulsive buying. Slowly and gradually, through practice, one can at least mitigate, if not eliminate, these tendencies.” Mittal said that firms dealing with multicultural markets can apply knowledge abou
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