РефератыИностранный языкBuBuyer Behavior Essay Research Paper Buyer Behavior101496Compulsive

Buyer Behavior Essay Research Paper Buyer Behavior101496Compulsive

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. Althou

gh


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.

Сохранить в соц. сетях:
Обсуждение:
comments powered by Disqus

Название реферата: Buyer Behavior Essay Research Paper Buyer Behavior101496Compulsive

Слов:743
Символов:5610
Размер:10.96 Кб.