moment of self gratification. Impulse items appeal to the emotional side of consumers. Some items bought on impulse are not considered functional or necessary in the consumers' lives. Preventing impulse buying involves techniques such as setting budgets before shopping and taking time out before the purchase is made. Research findings In a study done by Mattila and Wirtz in 2008, they found that when a consumer perceives that their environment is over-stimulating, they are more likely to make an impulse purchase. In a recent study, Czrnecka, Schivinski, and Keles found that cultural values such as individualism and collectivism are determinants of impulsive buying and money budgeting. The researchers reported that different levels of globalisation in terms of global consumer culture influence proneness to impulsive buying and poor money budgeting. Vernon T. Clover found that impulse buying greatly impacts the sales of a store, and without the income that comes from impulse purchases, retailers, such as bookstores in Clover's study, would not be able to stay open. Because of this, Clover implored retailers to make impulse items more readily available for customers. A study published in the June 2008 issue of the Journal of Consumer Research suggests that consumers are more susceptible to making impulsive purchases for one brand over another if they are distracted while shopping. In the study, Central Michigan University Psychology professor Bryan Gibson surveyed college students by measuring their preference for a variety of soft drinks, including Coke and Pepsi. Results of Gibson's study found that implicit attitudes, or those that people may not be conscious of and able to verbally express, predicted product choice only when participants were presented with a cognitive task, suggesting that implicit product attitudes may play a greater role in product choice when the consumer is distracted or is making an impulse purchase. Researchers at the University of British Columbia and the Cheung Kong Graduate School of Business found that impulse spending is a behavior associated with disorganized environments. The study concluded that being surrounded by chaos impairs a person's ability to perform other tasks requiring ‘brain’ power, which results in a threat to a person's sense of personal control. Examples of impulse purchases Marketers and retailers tend to exploit the impulsive shopping urge which is tied to the basic want for instant gratification. For example, a shopper in a supermarket might not specifically be shopping for confectionery. However, candy, gum, mints