FROM COMPENSATORY BUYING TO COMPULSIVE BUYING: ASSESSING THE ROLE OF SELF-DISCREPANCY AND MATERIALISM

摘要: It has been shown in a number of studies that consumers not only buy because they need certain product but also the shopping experience and act buying itself serves needs like diversion, self-gratificati on, sensory stimulation, physical activity, aesthetic enjoyment. A further aspect is its function as compensatory instrumentality for satisfying immaterial needs. The present paper examines extreme manifestation addiction, which most often referred to compulsive buying. Despite serious social, psychological economic consequences, generally regarded somewhat marginal problem: "Oh yeah, my neighbor, she i about shopping. She's shopaholic." Popular media portrayal issu e tended trivialize sensationalize aspects behavior. role actual /ideal self-discrepancies, materialism ideal self-images play Overall, situated field altruistic marketing emphases study negligent or problematic consumer behavior, development treatment preve methods reduce maladaptive actions consumers.