Anthropomorphism of products may be able to attract positive attitudes of consumers, exerting by thus positive influence on their impulsive buying behavior while the self-control generated from consumers' perception of long-term goals may have negative influence on their impulsive buying behavior. Approach-avoidance conflicts might be sensed if consumers could control their self when they would become aware of their long-term goals at the time when consumer's desire could be excited by anthropomorphous products. The present study placed focus on hedonic products while theoretically investigating the process in which perception of partner roles in anthropomorphous hedonic products could stimulate social alliance desire affecting further impulsive buying orientation positively, as well as the process in which the self-control perceived as long-term goals of consumers could exercise negative impact upon impulsive buying orientation, and also examining theoretically approach-avoidance conflicts as perceived in social alliance desire and self-control with anthropomorphous hedonic products. Hypotheses were set forth here following exploration of preceding studies and empirical analysis was performed after preference emotion was taken as co-variate. Chocolate was selected as an empirical hedonic product in this study. In order to verify the hypotheses, 240 questionnaires collected were processed with Amos 18.0 structural equation model program, which resulted in the following outcomes:first, partner roles as perceived with anthropomorphous products could excercise positive influence upon social alliance desire; second, perception of long-term goals could affect self-control positively; third, social alliance desire could exert positive impact upon approach-avoidance conflicts; fourth, self-control could affect approach-avoidance conflicts positively; fifth, social alliance desire would have positive influence upon impulsive purchasing orientation; and sixth, self-control might have negative effect upon impulsive purchasing orientation.From the above results, following practical, theoretical implications could be proposed:First, this study could contribute toward progress of anthropomorphism theory concerning hedonic products by confirming that consumers' awareness of partner roles with anthropomorphous hedonic products could promote their social alliance desire, exercising by thus positive effects upon impulsive purchasing orientation. Although consumers in general could hold a biased view that consumption of hedonic products might be bad, marketing managers would be able to help them to regard such consumption a positive practice by anthropomorphizing hedonic products whose consumption might be beneficial as a social alliance desire. In this respect, marketing managers are requested to stress the beneficial effects of social interchange by anthropomorphizing hedonic products as partners whose consumption could satisfy social alliance desire of consumers. When marketing managers succeed in presenting friend-like images to consumers by anthropomorphizing products, they would be able to gain positive effects from marketing of the goods. Second, the present study is believed to have made contributions to progress of theories by exploring that awareness of long-term goals in anthropomorphized hedonic products could affect self-control positively while self-control could in turn have negative effect upon impulsive purchasing orientation. Besides, this study could expand its scope of research into finding the cause for approach-avoidance conflicts by recognizing that social alliance desire and self-control may arouse approach-avoidance conflicts. The benefits of social alliance could be perceived by anthropomorphized hedonic products and, at the same time, the long-term goals of consumers could also be sensed. When consumers begin self-control, they may feel approach-avoidance conflicts. Marketing managers, therefore, need to work out measures to exclude any elements detrimental to long-term goals of consumers or to avoid any conflicting situations by emphasizing the benefits of social alliance in marketing of hedonic products.Despite the implications presented above, the present study has the limits that have to be addressed in the future studies in the following direction:First, there are not only partner character but also servant character in the personality characteristics perceived by consumers in the brands of anthropomorphous products. The present study was conducted with a focus on the partner character. In the future studies, however, it is advised to compare the effects of both characters. If studies are conducted in the future with the products divided into hedonic and utilitarian goods, they are expected to contribute far more to the progress of anthropomorphism theory. Second, it is necessary to perform the future studies with the difference between anthropomorphism and character distinguished. Although Disney's Micky Mouse, Donald Duck, etc., for example, are not anthropomorphized in the human form, they awfully attract consumers by talking and behaving just like human. To develop the study on anthropomorphism further, it is needed to clarify the distinction between the effects of character and those of anthropomorphism as well as the characteristics which may be shared by character and anthropomorphism.Third, collegians mostly in their 20s were selected as subjects in this study on a trial basis. On the other hand, consumers in their teens, for example, may be inclined to hedonic consumption in reality and have strong desire for social alliance. It will therefore be possible to provide a much broader angle for marketing management if wider spectrum of age groups could be mobilized for a comparative study in this regard.Fourth, chocolate was selected in this study as a subject of anthropomorphous hedonic products. In reality, however, it would be inconvenient for certain respondents to hypothesize that they enjoy the same chocolate as their friends. It seems thus better to compare chocolate with another one of hedonic products in the future studies.Lastly, consumers may delay making decision if they are quite uncertain about its outcomes and particularly if alternatives possess both good and bad attributes at the same time. When consumers expect too much pleasure of consuming hedonic products and, concurrently, are too attached to self-control due to long-term goals, they will feel approach-avoidance conflicts more vigorously and, in this case, their inclination for impulsive purchasing orientation may grow weak. It might be meaningless to try to make an accurate estimate of whether impulsive purchasing orientation will be strong or weak if there are no or little approach-avoidance conflicts. The impulsive purchasing orientation may become weak if there are no or little approach-avoidance conflicts because self-control may dominate the desire or craving for something sweet. Whereas, however, the impulsive purchasing orientation may grow strong if there are no or little approach-avoidance conflicts because the desire or craving for something sweet may govern self-control. Since the level of impulsive purchasing orientation depends on the cause for weakening or strengthening approach-avoidance conflicts, it may not be meaningful to claim that the level of impulsive purchasing orientation could depend on the extent of approach-avoidance conflicts. In the future studies, it is thus requested to make research of the types of approach-avoidance conflicts and the relationship between impulsive purchasing orientation and approach-avoidance conflicts by type.