Another condition when it comes to purchase behavior and decision making is impulse buying. According to Rook (1995) consumer researchers have observed and investigated impulse buying for more than 5 decades, almost no research has concluded or empirically examined impulse buying’s normative aspects. Rook (1995) presents conceptual as well as statistical evidence that consumers have normative evaluations and their judgments about the products while engaging in impulse buying behavior. Specifically the relationship between impulsiveness trait and related buying habits is found only when customers believe that emphasizing on impulse is valid or appropriate.