Indian Research Journals
In today's post-modern era shopping has become a social and leisure activity, reducing the number of cognitively planned purchases made by consumers. Some view impulse buying as an "Act of freedom" occurring within restricted situations. However in this type of behavior cool, rational, information processing choices are uncommon and rare, and most of the decisions made are post-purchase rationalization or justification of irrational consumer behavior. Hedonic and pleasure driven shopping endeavors have led to the rapid increase in impulse buying, making it common practice and socially acceptable.