This study is an attempt to understand the effect of impression management (IM) on impulse buying Behaviour(IBB). It is a centrally held attribute, which triggers motivation for buying behavior. Given the subconscious prevalence of IM, it has been observed that consumers are sophisticated users of this attribute. Various impression management concerns arise when consumers choose products to share with others. Whether the chosen products are consistent or inconsistent with self-images, depends on the consumer’s social goals, approvals and self-perception. A larger proportion of this cognition occurs beyond the conscious control during the purchase situations. It is found that in situations when buyers do not have enough knowledge about the brand, self attributes like impression management asserts a noticeable impact on IBB. The study borrowed assumptions from impression management theory and concluded that impulse buying behavior was attributed to impression management in collectivistic culture. The major focus of this study was to assess that how consumers, predominately, attempt to use impression management in impulsive buying situations.