How Conscious Is a Compulsive Buyer? A Case Study

Semra Doğan

doi:10.17541/optimum.976890

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Kompulsif Tüketici Ne Kadar Bilinçli? Bir Örnek Olay Çalışması

Abstract

Kompulsif satın alma, genellikle psikiyatri ve pazarlama alanında bir davranış bozukluğu olarak incelenir. Kompulsif (aşırı) satın alma davranışı sergileyen bireyler bazı özellikler açısından ortak özellikler taşırken, satın alma kararında bilincin ne ölçüde yer aldığı, bireyin farkındalığı ve satın alım sürecinde kontrolü ne ölçüde sağlayabildiği konusunda sınırlı bilgi bulunmaktadır. Bu örnek olay çalışmasında, bir kompulsif satın alma eleme aracına göre kompulsif alıcı olarak tanımladığım bir bireyin aşırı satın alma davranışı hakkında derinlemesine araştırmalar yaptım. Aşırı (zorlayıcı) satın alma motivasyonları ve koşulları, bilinçli tüketim, satın alma süreci ve satın alma bilinci temalarını geliştirdim ve alt temalar belirledim. Elde ettiğim bulgular kadın tüketici olan kompulsif alıcının özellikle giyim ve benzeri ürünlerde aşırı satın alım yaparak ilgili literatürle benzer özellikler sergilediğini, öte yandan bir boş zaman aktivitesi olarak da gördüğü alışveriş sürecinde aşırı tüketimin önüne geçmek için bir bilinç oluşturarak kendince önlemler de aldığını göstermektedir. Bir başka ifadeyle public self-consciousness motivasyonu ile satın alım yaparken private self-consciousness göstererek bunun önüne geçmeye çalışmaktadır. Sonuç bölümünde bunları ilgili literatürle ilişkilendirdim ve önerilerde bulundum.

Keywords

kompülsif satın alım, öz-bilinç, nitel araştırma, örnek olay

How Conscious Is a Compulsive Buyer? A Case Study

Abstract

Compulsive buying is often studied in the field of psychiatry and marketing as a behavioral disorder. While individuals who exhibit compulsive (excessive) buying behavior hold common features in terms of some characteristics, there is limited information about the extent to which consciousness is included in the purchase decision, the awareness of the individual and the extent to which s/he can control himself / herself in purchase behavior. In this case study, I made in-depth investigations about the excessive purchase behavior of an individual whom I identified as a compulsive buyer according to a compulsive buying screener. I have developed the themes of excessive (compulsive) buying motivations and conditions, conscious consumption, buying process and buying consciousness and identified sub-themes. The findings I have obtained show that the compulsive buyer, who is a female consumer, exhibits similar characteristics with the relevant literature by excessive purchase behaviour especially in clothing and similar products. On the other hand, she also takes precautions by creating a consciousness to prevent excessive consumption during shopping process, which she sees as a leisure time activity. In other words, while making purchases with the motivation of public self-consciousness, she tries to prevent this by showing private self-consciousness. In the conclusion I related them to the relevant literature and proposed recommendations.

Keywords

compulsive buying, self-consciousness, qualitative research, case study

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Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Semra Doğan ^*
0000-0002-6466-8734
Türkiye

Publication Date

January 1, 2022

Submission Date

July 31, 2021

Acceptance Date

August 26, 2021

Published in Issue

Year 2022 Volume: 9 Number: 1

DOI

https://doi.org/10.17541/optimum.976890

IZ

https://izlik.org/JA82MT98TF

APA

Doğan, S. (2022). How Conscious Is a Compulsive Buyer? A Case Study. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, 9(1), 15-36. https://doi.org/10.17541/optimum.976890

AMA

1.Doğan S. How Conscious Is a Compulsive Buyer? A Case Study. OJEMS. 2022;9(1):15-36. doi:10.17541/optimum.976890

Chicago

Doğan, Semra. 2022. “How Conscious Is a Compulsive Buyer? A Case Study”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi 9 (1): 15-36. https://doi.org/10.17541/optimum.976890.

EndNote

Doğan S (January 1, 2022) How Conscious Is a Compulsive Buyer? A Case Study. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9 1 15–36.

IEEE

[1]S. Doğan, “How Conscious Is a Compulsive Buyer? A Case Study”, OJEMS, vol. 9, no. 1, pp. 15–36, Jan. 2022, doi: 10.17541/optimum.976890.

ISNAD

Doğan, Semra. “How Conscious Is a Compulsive Buyer? A Case Study”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 9/1 (January 1, 2022): 15-36. https://doi.org/10.17541/optimum.976890.

JAMA

1.Doğan S. How Conscious Is a Compulsive Buyer? A Case Study. OJEMS. 2022;9:15–36.

MLA

Doğan, Semra. “How Conscious Is a Compulsive Buyer? A Case Study”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, vol. 9, no. 1, Jan. 2022, pp. 15-36, doi:10.17541/optimum.976890.

Vancouver

1.Semra Doğan. How Conscious Is a Compulsive Buyer? A Case Study. OJEMS. 2022 Jan. 1;9(1):15-36. doi:10.17541/optimum.976890

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Kompulsif Tüketici Ne Kadar Bilinçli? Bir Örnek Olay Çalışması

Abstract

Keywords

How Conscious Is a Compulsive Buyer? A Case Study

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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