Examining the Causes of Irrational Food Buying and Delaying Gratification as a Solution

Abstract

Impulsive food buying resulting in waisted items and emotional regrets is regarded as biased buying behaviours through irrational decision making. Extensive previous research has brought forward projection bias, associative memory and episodic foresight, emotions and impulsivity, affective forecasting, and physical arousal as some of the contributors to the tendency to pursue immediate rewards of thrill and satiation over delayed and long-term fulfillment. The present study focuses on the causes of this phenomenon from the psychological perspective, identifying various internal and environmental factors and their relevance based on evidence of past research. It closely compares the Rational Choice Theory with actual shopping behaviours and challenges a fixed definition of objectivity and rationality in decision making. It then attempts to make connections between the cognitive causes of irrational decision making and immediate gratification, suggesting that postponing gratification may help with making more rational decisions when browsing for foods.