Consumers who are highly flexible characterized by extensive browsing, a tendency to walk around the store, and a lack of loyalty to any one brand. Additionally, "they are open to suggestions from sales associates and easily persuaded to purchase the generic, less-costly version of the item or even to trade up. If (they) can't find the product they want to purchase, they tend to purchase another similar product."

Consumers with low-self restraint are characterized by randomly browsing, a tendency to walk through the aisles grabbing different items, and frequent backtracking in order to get an item to purchase. Additionally, "sales are very attractive to (them), whether or not they planned to purchase the item" and they "often exhibit the "oohh" factor, literally making such an exclamation when they find a good sale."

Consumers that are highly self-restrained, while they may browse extensively and comparison shop, will leave the store empty handed if they don't find exactly what they want. Additionally, they can be openly difficult and stubborn as they are on a mission - "they know what they want and walk directly to the department of the store with the item. If it's not available, they will turn around and walk out."