Analysis of the antecedents of personal control of the consumer at the point of purchase and its influence on resistance to buying temptations [Analyse des déterminants du niveau de contrôle personnel de l’acheteur au point de vente et de son influence sur la résistance aux tentations d’achat]

Previous work in psychology highlights the key role of personal control in the capacity to resist one's impulses. The field of this research is buying behaviours. The main objective is to verify if personal control at a point of purchase influences consumer's capacity to resist buying impulses. Real buying behaviours in supermarkets are analysed. These analyses demonstrate that available personal control varies according to buying situations.