09/01/2026
Emotion regulation is important for understanding consumer behaviours, as it can influence how people make decisions in everyday situations. Impulsive buying, which refers to unplanned purchases driven by a sudden urge, is often influenced by emotions. Both positive and negative emotions can increase the likelihood of impulsive purchases, making it difficult for some people to control their spending. For example, positive emotions may encourage spending for enjoyment, while negative emotions may lead people to spend as a way to cope.
Different emotion regulation strategies can have different effects on behaviour. One common strategy is cognitive reappraisal, which involves reinterpreting a situation to change its emotional impact. Another strategy is suppression, which refers to holding back emotional expression. However, when people try to suppress their emotions, they may actually experience stronger emotional reactions. For instance, research found that people who used suppression while shopping tended to make more impulsive purchases and spend more money compared to those who did not use a specific strategy. However, reappraisal, unlike suppression, did not lead to more impulsive buying and showed similar levels of spending compared to those who did not use a specific strategy. Additionally, long-term patterns of emotion regulation also influence impulse purchasing. For instance, people who regularly use reappraisal (trait reappraisal) were better able to manage impulsive behaviour when experiencing negative emotions.
Overall, how people regulate their emotions can shape impulsive spending. For example, while some strategies, like suppression, may unintentionally increase impulsive behaviour, other strategies, like reappraisal, may be more helpful over time. This suggests that consistently using effective strategies may help people make more controlled and intentional decisions in everyday situations.
Van Overveld, M. (2016). Emotion regulation can be costly: A study on the effects of emotion regulation strategies on impulsive purchases in consumers. *Innovative Marketing*, *12*(1), 41–49. https://doi.org/10.21511/im.12(1).2016.04