This study qualitatively examined the restriction process of addictive buying behaviors using information recalled by four ex-shopaholic Western women. The study identified two reasons why the women decided to regulate their behaviors, including the issues with their financial statuses and the problems they had with their partners and family members. It also found three factors that could support the regulation process in addition to four factors that could distract that process. Regarding the initial results of the regulation process, this study realized that the women had effectively dealt with their debts, improved their relationships with the closest and most important people, maximized the use of the existing physical products, and minimized the purchases of the unnecessary new ones. They seemed to be able to find an alternative lifestyle, frugality and simplicity, which could make them happier individuals. Finally, this study discussed some practical implications for more ethical and responsible business activities.
TopIntroduction
Impulsive and compulsive buying behaviors are distinct behaviors toward acquiring excessive amounts of unnecessary things (Dell’Osso, Allen, Altamura, Buoli, & Hollander, 2008; Flight, Rountree, & Beatty, 2012). While the former is an automatized behavior with little forethought, the latter is a conscious behavior with consideration and even deliberation (Dalley, Everitt, & Robbins, 2011). These long-term and repetitive behaviors are different from the short-term and momentary ones of, for example, tourists while holidaying (Ahn, Lee, & Kwon, 2020; Chang, Stansbie, & Rood, 2014).
Although both impulsive and compulsive buying behaviors are addictive cognition-based behaviors, they are heavily driven by buyers’ emotional states (Darrat, Darrat, & Amyx, 2016). Specifically, distress (if not buying) and relief (if buying) are two of the major emotions that drive an individual to buy addictively (either impulsively or compulsively) (Darrat, Darrat, & Amyx, 2016; Lejoyeux, Haberman, Solomon, & Adès, 1999; Miltenberger, et al., 2003; Ortiz Alvarado, Ontiveros, & Domínguez, 2020). Moreover, certain environmental conditions can also boost these behaviors, including promotional information, price, discount, and store ambiance and aesthetics, among others (Chan, Cheung, & Lee, 2017; Iyer, Blut, Xiao, & Grewal, 2020). The emotional consequence of addictive buying is the obtainment of certain positive emotions and of a great deal of negative feelings such as guilt (Hausman, 2000; Togawa, Ishii, Onzo, & Roy, 2019). The other consequences include, for example, impaired social and vocational functioning, and financial problems (Dell’Osso, Allen, Altamura, Buoli, & Hollander, 2008). Addictive buyers often are young women, probably in their mid-30s, and may account for approximately 5-10% of a given population (Christenson, et al., 1994; Koran, Faber, Aboujaoude, Large, & Serpe, 2006; Maraz, Griffiths, & Demetrovics, 2016; Mueller, et al., 2010 a, b). Since the consequences of addictive buying can be serious, many shoppers have gone through a regulation process to restrict their behaviors, either involuntarily (forced regulation) or intentionally (self-regulation).
Research on addictive buying behaviors is abundant, especially in the business and psychology sectors. However, research in the business sector often focuses on the conditions of the pre-purchase and purchase processes, and targets a large number of non-impulsive and non-compulsive buyers in their structured surveys. Thus, in many cases, the findings are invalid or overrated. Their practical implications, which usually are directed toward the further exploitation of potential customers, are consequently unreliable or unethical. On the other hand, research in the psychology sector often focuses on the emotions that addictive buyers (in other words, shopaholics) have during the purchase or regulation processes, as well as the antecedents and consequences of these emotions. The outcomes of these studies support and advocate effective methods to regulate and treat addictive behaviors. The interests and principles of the two fields of research, thus, are conflicting (Ali, Tauni, Ali, & Ahsan, 2021; Chan, Cheung, & Lee, 2017; Dittmar and Kapur, 2011; Harnish, Roche, & Bridges, 2021; Iyer, Blut, Xiao, & Grewal, 2020; Leite, Pereira, Nardi, & Silva, 2014).