這篇論文嘗試去研究衝動性購買和零售店中的廣告的細節。我們研究對比效果如何在調節焦點下影響具有不同身體自尊個體的衝動性購買。我們提出一個程序：高身體自尊的個體(相對低身體自尊的個體)在外表吸引力模特兒的揭露下，會被自主的誘發促進焦點。促進焦點導向的人傾向去做具有風險性和衝動性的購買決策(未計畫的購買)。因此，促進焦點的誘發也會到像人們在隨後選擇任務下，較偏好具有促進焦點的品牌。我們執行三個實驗去支持我們的理論和探索對於阻礙衝動性購買的相似焦點其意涵

This article attempts to investigate more detail of impulsive consumption and advertising in retail stores. We examines that the contrast effect affects body-esteem people’s impulsive behavior underlines regulatory focus. We propose a process which high body-esteem (versus low body esteem) individuals spontaneously were activated a promotion focus after exposure to physically attractive models. Promotion-focused people incline to make risky and impulsive buying decisions (unplanned purchase). Therefore, the inducing of a promotion focus also directs individuals’ subsequent choice to prefer promotion-focused brand. We conduct three studies to support our theorizing and also examine its implications with regard to similarity cues of blocking impulsive buying behavior

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