Does personality affect compulsive buying?

Woman shopping

Recently, I have read a paper by Mikołajczak-Degrauwe et. al (2012) examining a question “Does personality affect Compulsive Buying?” I found the reading interesting because I could learn more about the relationship between personality and compulsive buying. In the previous blog posts, we have identified different factors leading to compulsive shopping and provided some tips for shopaholic to shop wisely. In this blog post, we will be examining does personality affect compulsive buying based on the Big Five model. Not only shop wisely is important, it is also useful for us to understand the factors leading or affecting compulsive buying.

According to Mikołajczak-Degrauwe et. al (2012, p. 131) stated that “compulsive buying (CB) is a ‘consumer’s tendency to be preoccupied with buying that is revealed through repetitive buying and a lack of impulsive control”. In the reading, Mikołajczak-Degrauwe et. al (2012, p. 132) stated that “by knowing which variables significantly influence the nature of CB will help clinicians and affected persons to understand what the ‘driving force’ behind this behaviour and to address the potential source of problems during the therapy”. I agreed with this statement because by understanding what are the driving force behind this behaviour, then it is easy and more effective to find the most suitable solutions to address the problems.

The reading focuses on the compulsive buying and the Big Five Model (Five Factor model of personality). It is interesting to note that according to the personality traits results shown that “low Conscientiousness, high Agreeableness and low Stability predict compulsive buying directly” (Mikołajczak-Degrauwe et. al 2012, p. 133).

Although there is no consistent findings could be drawn on the relationship between compulsive buying and personality. However, the research found out that “emotional and identity-related dimensions of shopping are more important for women than for man” (Mikołajczak-Degrauwe et. al 2012, p. 139). This could draw upon on the needs of young people on consumer activities or to establish an adult identity by consuming goods such as some luxurious brands.

Although buying products could release your stress or internal tension, it is important not to shop compulsively and impulsively. Since there are many ways for you to relieve stress, shopping is not the only option. When going shopping next time, remember to shop wisely, using the tips by Shopwise Shopaholic in the previous blog posts!  🙂

Reference:

Kalina Mikołajczak-Degrauwe, Malaika Brengman, Birgit Wauters and Gina Rossi (2012). Does Personality Affect Compulsive Buying? An Application of the Big Five Personality Model, Psychology – Selected Papers, Dr. Gina Rossi (Ed.), ISBN: 978-953-51-0587-9, InTech, Available from: http://www.intechopen.com/books/psychology-selected-papers/does-personality-affect-compulsive-buying-anapplication-of-the-big-five-personality-model

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Brand loyalty and compulsive buying

brandloyalty

According to the online dictionary, brand loyalty could be defined as “when consumers become committed to your brand and make repeat purchases over time”. Brand loyalty, literally, for the brand it self, it means successful. However, for the customers, sometimes, it means compulsive shopping. When you ask yourself, what brand you are always loyal to, you might find those brands have many other rival brands. Yet, you did not even consider these rival brands even they are good. That’s the influence of brand loyalty.

We make decision every day, ranging from signing a contract to buy a three dollars latte. You may always think you’ve done enough research about the market and you did price comparisons, and you made a right decision. Step back and think, sometimes you might be wrong.

Buyers, especially girls, they are easily attract to a specific brand. And the reasons they are loyal to the brand because they simply love the brand, style or even the models. In particular, the luxury brands are the most easy to build the brand loyalty because of its reputation. People will logically think that their products are the best because they gained huge reputation.

Sometimes, when you simply think the products are the best because you are not aware how much those products are valued. It’s hard to define how much a pair of Chanel shoes valued because value of the brand is priceless. And people cannot assess the value by comparing it to things that are just in the environment next to it. However, just assessing the cost of a pair of Chanel shoes, it might just be $100. So, here is a question? What do you buy? Do you buy a pair of shoes or the brand?

We are not against the luxury brand, here we just want to let you know sometimes what you buy might not be valued as their price tag shows. You have to be aware the purposes of shopping, buying the physical products or brand itself?  Therefore it is important for you to think wisely before purchasing the products.

In the next blog, we are honored to invite one of our Facebook fans to tell her compulsive shopping experience. And you might find yourself the same in the story. Please stay tuned with Shopwise Shopaholic! 🙂