Gartner Research

Consumer Insight: Carpe or Delay — Assessing Consumer Impulsiveness

Published: 29 August 2017

ID: G00363830

Analyst(s): Iconoculture Research Team

Summary

Environment and life experiences are important predictors of success. When faced with a sweet sale, adults can get caught up in the moment. Purchase decisions can feel like a marshmallow test where the thrill of instant gratification often beats the greater reward of waiting for something better.

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