Analysis Of Howard Wishnie's 'Impulsive Personality'

False in Lone, tense in pace, vacant & self-heated and over sexed – Stephen Fox
Impulsivity, doing things or tending to do things suddenly and without careful thought (61), is a characteristic trait of marketers which is hidden and difficult to expose. In his pioneering work, Howard Wishnie, author of the text, The Impulsive Personality: Understanding People with Distinctive Characteristic Disorders has discussed extensively about the salient characteristics of impulsive people as he saw them . Although Wishnie did not create a checklist, the subsequent authors who wrote on impulsivity have prepared a 20-point check list attempt to sketch a brief profile of a typical impulsive person (62). Let us apply this check list to bring out the impulsive traits of marketers targeting the children in their quest for profits.

This almost looks like a narrative of the advertiser. According to Wishnie, the impulsive person prides himself on his ability prides to use and improve his skill of “conning”(64). Let us take an example of marketer improving his skills of “conning”(2). Snicker maker Mars’ is mining behavioral data to pinpoint children of their weakest moments for snacking; being happy, bored or even stressed. This is done to open a window of impulsivity, a place or time where you are more likely to buy their chocolate