Reflective and Impulsive Determinants of Consumer Behavior

Abstract

This article describes a dual-system model of consumer behavior. This model is based on the assumption that all human behaviors are a joint function of reflective and impulsive mechanisms. Those mechanisms have different principles of operation but contribute to the act of buying. However, the relative contribution of impulsive and reflective processes depends on personal and contextual circumstances. The operation and interaction of the 2 systems at different stages of information processing is described and applied to the dynamics of consumer behavior, with a special emphasis on impulse buying.