An intentional lack of regard for danger or negative consequences to strategically help yourself. Using cowboyitis is a cunning tactic to provide self gain.
Sales Work Environment:
Client is avoiding purchase a product
James (sales rep): Why is it you do not want to buy this product?
Clay (customer): Cuz' man, this is expensive
James (now irritated after working with this client for 30 mins): Look man, this is the best of the best and there is no other place you can get this product. You either purchase it today or walk away and feel unsatisfied every time you look at women.
Clay (shocked but not offended): Ok you have a point, I'm not going to wait to make this purchase anymore. Ring me up
James completes the order and walks to Melissa, his sales manager.
Melissa: Give me a high five James, Great Job. That was pure Cowboyitis! Did not know you had that quality.