Human beings live by the clock. The more access we have to information and to other people via the internet, the more our lives seem to be accelerated and we have the feeling that we lack time in the twenty-four hours that the clock imposes on us. When the time available for the execution of a certain task is perceived as less than the time that is believed to be necessary for that, there is a time pressure that, for the virtual consumer, appears in the form of a limited-time offers and flash promotions, which can cause so-called impulsive buying. The present research aims to analyze the impact of consumers' degree of impulsiveness in their purchase decisions when there is time pressure. The study will be developed in three stages, namely: (i) impulsivity test, through the BIS-11 Scale; (ii) experiment, where a virtual purchase will be simulated under conditions of presence and absence of time pressure and; (iii) post-experiment questionnaire, where participants' conscious perceptions will be compared to their responses in the experiment. The research will be carried out with 36 participants over 21 years old, with their own income and who have not been diagnosed with mental or psychiatric disorders or illnesses that affect their behavior. The methodology will consist of quantitative research of a descriptive and exploratory nature. Data analysis will be performed by descriptive statistics, factor analysis and moderation analysis. As a result, it is expected to identify whether the consumer's degree of impulsiveness moderates the relationship between time pressure and approach behavior (purchase decision) and avoidance behavior (non-purchase decision).