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.

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According to Higgins (1997) the theory of regulatory focus says that in terms of both information processing and motivation it makes a difference whether people have a promotion or prevention focus. In this paper, this theory will be applied to the area of consumer psychology. In three experiments we show that consumer's regulatory focus either measured or induced in a given situation influences product evaluations. Study 1 shows that consumers are interested in different product features depending on their focus; whereas in the prevention focus they are more interested in safety-oriented aspects, in the promotion focus they concentrate more on comfort-oriented qualities. In Study 2, a typical prevention product and a typical promotion product are compared with one another and data shows that focus compatible products are evaluated more positively. In Study 3 we demonstrate that advertisments that correspond to the focus of the consumer lead to more positive evaluations of the product than advertisments that are incompatible with the focus of the consumer. Theoretical and practical implications will be discussed.

Are human individuals universally seen to be more real entities (or more entitative, to use Campbell 's, 1958, term) than social groups? Although the individual may be seen to be more entitative than social groups in the West, it is unclear whether this is the case in other cultures, especially in East Asia. Two aspects of perceived entitativity are distinguished: psychological essentialism (belief in the presence of essence-like unchangeable properties) and agency (perception that a social entity is an agent), and examined for four social targets (individual, family, friendship group, and society) in three Englishspeaking cultures (Australia, UK, and USA), three East Asian cultures (Hong Kong, Japan, and Korea), and two continental European cultures (Belgium and Germany). In all cultures, the individual person was seen to possess essence-like unchangeable characteristics more than social groups (i.e. essentialized). As for agency, the individual person was seen to be more agentic than groups in Western cultures, but both individuals and groups were conferred an equal level of agency in East Asia. Individuals may be universally more essentialized than friendship groups and societies, but not always seen to be more agentic, than social groups. Implications of the results for conceptions of individualism and collectivism are discussed.