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The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude to investigate differences in the consumer`s Impulse-Buying in a negative consumer situation.Consumer cluster were classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4).The result are as follows: G1 had high impulse. After Impulse-buying in a negative consumer situation they had negative attitude. G2 tends to do Impulse-buying a lot in a negative consumer situation. G3 had low impulse. After impulse-buying in a negative consumer situation they had both positive and negative attitude. After impulse-buying, G4 had negative and they tend to do a pure impulse buying in a negative consumer situation. As a result, the buying-impulse could cause the impulse-buying.