How Conscious Is a Compulsive Buyer? A Case Study

Yıl 2022, Cilt 9, Sayı 1, 15 - 36, 01.01.2022

Semra DOĞAN

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

Öz

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.

Anahtar Kelimeler

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

Kompulsif Tüketici Ne Kadar Bilinçli? Bir Örnek Olay Çalışması

Öz

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.

Anahtar Kelimeler

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

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