Abstract:

This is an article about blood glucose levels and consumer shopping self-control. Through a lab test and an online test, we examined 320 subjects in blood glucose changes which lead to different shopping self-control. In this paper, the research results show that when consumer has definite self-control willpower, the ‘free candy bait’ may lead to a reverse result, it will make the consumer more self-control, more resistant to temptation. Through this research, the marketing staff could have a clear idea that how to provide the exactly free food to consumers to Improve their shopping impulse and reduce their shopping self-control.

Key words: self-control, prefrontal cortex, blood glucose, shopping self-control