This study explores how normative influences impact impulse buying across cultures. This qualitative study is conducted using Korean and American respondents to represent culture differences. Previous literature suggests that individuals from collectivist societies place more value on the normative judgments of others. This increased emphasis on the normative values of others coupled with the consequences of impulse buying may seriously impact impulse buying behavior and across cultures. The authors are exploring these possibilities through in-depth focus interviews. In addition, the authors will formulate a multi-cultural model of impulse buying behavior based on the qualitative results. Finally, the authors will discuss the limitations of this study and conclude with some implications for the marketers and researchers.