When exposed to purchase temptations, consumers may decide to set up, with varying degrees of success, control mechanisms. This research focuses on two key variables within the process by which purchase impulse turns into an impulsive purchase: consumer's ability and willingness to control himself. A qualitative study was conducted with 34 online private sales members in order to highlight the control processes established by consumers confronted with repeated purchase temptations. Key-words: impulsive purchase, control process, online private sales.
