Impulse decision-making is opposed to rationality, and it means instantaneous adoption for feeling without thinking, it is possible to say the "indulgence" of the stimulus that first affects the person. Impulsively falls into an unconscious decision-making level and as such is more appropriate to an individual than a business entity. When deciding a business, a business entity behaves rationally, "valid" facts, analyzes and data, as the consequences of business decisions are more lengthy and more serious. According to a large number of research, impulsive people have all the predispositions to become addictive to some form of substance. As far as women and men are concerned, there is no difference in impulsivity, that is, similarities in impulsive behavior have been demonstrated. Impulse decision-making in buying takes the gut to the extent that 9 out of 10 people in the store fall under its influence and buy something that is not planned. Also, impulsiveness has been the subject of a series of decades of scientific studies with the aim of becoming more predictable, that it can be used commercially and psychologically understood.