Since the beginning of the 21st century, and more particularly for a decade, electronic commerce has been exploding. Companies use it to develop their commercial activity. For this, they are interested in human psychology, and the way it works, the final objective being to generate purchases.This book highlights the consideration of the imaginative faculty of prospects in compulsive and impulsive purchases, based on philosophical essays (Aristotle and Immanuel Kant among others). To understand the role of imagination in compulsive shopping, we will base ourselves on a scenario. Then, in a second step, we will study two major cases (Apple and Coke) to understand what impulse purchases represent, in particular thanks to a preponderant notion of "Branding".