Compulsive buying is dysfunctional consumer behaviour with harmful personal, social, psychological, and financial problems. Social psychological perspectives define compulsive buying as an extreme form of ordinary buying motivated by mood regulation and identity seeking (Dittmar, 2004). The present research aims to predict compulsive buying tendency by identity-related factors: big five personality, identity motives, and self-construal through a questionnaire study, which sampled 460 undergraduate students. In terms of big five personality, results show that neuroticism emerged as the strongest positive predictor of compulsive buying tendency, followed by extraversion, whereas agreeableness was a negative predictor. In terms of identity motives, need for self-esteem which is relevant to identity-related affect positively predicted compulsive buying, followed by need for distinctiveness which is relevant to identity enactment, whereas need for efficacy which is relevant to identity enactment was negative predictor. In terms of self-construal, consistency and self-reliance negatively predicted compulsive buying tendency, whereas inclusion of others in the self was positive predictor. Furthermore, inclusion of others in the self was a partial mediator between two personality traits: extraversion and agreeableness, and compulsive buying.
Phatthanakit Chobthamkit, Thammasat University, Thailand
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