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The marketplace has seen several developments in technologies that facilitate firms’ ability to customize prices to target consumers. However, despite improvements in targeting efficiency, many firms still struggle with effective customization of prices. While many firms embrace customized price promotion as a strategy to offer exclusive prices to select customers, the related consequences for firms and consumers remain relatively unexplored. Research suggests that consumers generally prefer more exclusive to more inclusive deals. However, little is known about how individual differences and promotional design factors influence consumer response to customized price promotion deals. In addition, research now suggests that consumers place more emphasis on immediate versus delayed gratification. Furthermore, although the literature is rich with research on impulsivity, consumer researchers are yet to examine …