Buyer Behavior Essay, Research Paper
Buyer Behavior
10/14/96
Compulsive Buying:
A Phenomenological Exploration
This Article gave an in-depth look at the physiological
and social problems of the compulsive buyers behavior. It
relates and explains very thoroughly how compulsive buyers
actions can be compared to other excessive behaviors such as
drug abuse, alcoholism, eating disorders, compulsive
sexuality, kleptomania, or compulsive gambling. The article
was reinforced by extensive research, surveys, and
interviews on compulsive buyers.
Compulsions are repetitive and seemingly purposeful
behaviors that are performed according to certain rules or
in a stereotype fashion. They are also explained as being
excessive and ritualistic behaviors designed to alleviate
tension, anxiety, or discomfort aroused by an obtrusive
thought or obsession. Impulsive buyers have been known to
experience negative consequences ranging from guilt to
disappointment with the product to financial hardship. Low
self-esteem is also associated with compulsive behavior. It
has been suggested that compulsive behaviors are an attempt
to temporarily block or overcome these feelings. Past
research has lead researchers to develop a model that
assumes that physiological, genetic, psychological, social,
and cultural factors all contribute to the development of
compulsive behaviors and the present study seems to add to
the existing research base.
The research process began with the observation of
group therapy sessions with approximately fifty compulsive
buyers. Therapists that were treating the disorder
conducted several group and individual interviews and read
more than a thousand letters from the compulsive buyers.
The information gathered was then used to compare against
results of a mail survey given to other shoppers. In
addition, five in-depth qualitative interviews with
individual compulsive buyers were completed and transcribed.
The sample of compulsive buyers was obtained from people who
had written to the California-based self-help group for
problem buyers. The quantitative part of this study
involved a survey administered to self-identified problem
buyers and to a more general sample of consumers. Although
the sample used in this research was fairly large and
decentralized, there were a couple of restrictions to be
considered. First, the desire for self help may make the
this sample unrepresentative of compulsive buyers who do not
seek help. Second, it is probable that the self-identified
problem buyers will include some people who have spending or
debt problems, but are not true compulsive buyers. The
statistical analysis of the data and information obtained by
the authors research is suitable for reinforcing the results
given. The restrictions taken in to consideration are
minimal and the sample was large enough, compared to the
subject matter, that reasonable results can be expected.
The findings in this study were as follows: The sample
of compulsive buyers had a significantly higher mean score
on the MMPI psychasthenia (obsessive-compulsive) subscale
than did the general sample of consumers. This suggests the
greater probability of the presence of related traits,
behaviors, and personality dimensions, in relation to
overall compulsives. Compulsive buyers also had lower
self-esteem scores than those in the comparison strata, and
there was a significantly higher fantasy-imaginative level
among the compulsive buyers than with the general
population.
The end result of this study showed a difference
between compulsive and impulsive buyers when it came to the
motivational factors of purchasing or possessing? The
results showed that compulsive buyers do not have any
greater desire than others to own things. Rather,
differences in materialism seem to be predominantly due to
differing levels of envy and non-generosity.
This article was very informative and full of
information regarding some of the excessive behaviors of
consumers. The authors did an excellent job relaying not
only their results and findings of the study, but also how
the information was gathered and assessed. The knowledge
gained from this article could be very helpful to someone,
possibly even myself, who might posses compulsive behaviors.
The only suggestions I might have for a future study on the
topic of compulsive buyers would be an assessment of which
type of products seem to be the largest target of compulsive
buyers.