“…Despite a growing interest in research on what triggers impulsive buying of different goods and services (Amos et al, 2014;Iyer et al, 2019), the individual mechanism underlying the impulsive process of consuming unhealthy foods is still unclear (Duarte et al, 2013;Honkanen et al, 2012;Onwezen et al, 2016;Veling et al, 2013). However, research in the food domain has demonstrated increased interest in the role of stable individual traits (Köster, 2009;Machado-Oliveira et al, 2020), self-view (Zhang & Shrum, 2009;Zhang et al, 2010), temporal dilemmas between living for the present and considering future consequences of one's behaviour (Arnocky et al, 2013;Guo et al, 2022;Murphy & Dockray, 2018), or a combination of personality traits, values, and temporal conflicts (Nystrand et al, 2021;Olsen & Tuu, 2021) in explaining unhealthy food-related behaviours. One particular interest is research on whether and how self-construal can offer a valuable framework for explaining psychological conflicts in food choice (Banovic & Barone, 2021;Wang et al, 2020), for example, exploring conflicts if and how individuals view themselves in their social environment, as self-construal or seeing the self with others (Bakir et al, 2020;Cross et al, 2011;Markus & Kitayama, 1991;Ronteltap et al, 2012).…”