I,me, and my everything: Self conceptual traits and compulsive buying behavior |
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| Institution: | 1. Ciber Fisiopatología Obesidad y Nutrición (CIBERObn), Instituto de Salud Carlos III, C/ Monforte de Lemos, 3–5, Pabellón 11 - Planta 0, 28029, Madrid, Spain;2. Department of Psychobiology and Methodology of Health Science, Autonomous University of Barcelona, C/ Fortuna Edificio B, 08193, Bellaterra, Cerdanyola del Vallès, Barcelona, Spain;3. Pathological Gambling Unit, Department of Psychiatry, Bellvitge University Hospital-IDIBELL, C/ Feixa Llarga s/n, 08907, Hospitalet de Llobregat, Barcelona, Spain;4. Department of Clinical Sciences, Faculty of Medicine, University of Barcelona, Campus de Bellvitge - Pavelló de Govern, Feixa Llarga s/n, 08907, Hospitalet de Llobregat, Barcelona, Spain;5. Nursing Department of Mental Health, Public Health, Maternal and Child Health, Nursing School, University of Barcelona, Campus de Bellvitge - Pavelló de Govern, Feixa Llarga s/n, 08907, Hospitalet del Llobregat, Barcelona, Spain;6. Ciber de Salud Mental (CIBERSAM), Instituto de Salud Carlos III, C/ Monforte de Lemos 3–5, Pabellón 11 - Planta 0, 28029, Madrid, Spain;1. Department of Behavioural Science, University of Ariel, Ariel, Israel;2. Institute of Psychology, Eötvös Loránd University, Budapest, Hungary;3. Psychology Division, Nottingham Trent University, Nottingham, UK;4. Department of Psychiatry, Paris 7 University, Hospital Bichat Claude Bernard, AP-HP and Maison Blanche Hospital, France;1. Robins School of Business, University of Richmond, Richmond, VA 23173, United States;2. Stan Richards School of Advertising & Public Relations, Moody College of Communication, Belo Center for New Media, The University of Texas at Austin, Austin, TX, United States;3. TU Dortmund University, Otto-Hahn-Str. 6, 44227 Dortmund, Germany |
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| Abstract: | Compulsive buying behavior is detrimental to the well-being of the consumers, brands, and the economy. Therefore, the current study aims to understand how the self-conceptual traits and values underline the corridors to the compulsive buying behavior of fashion apparel products. We collected self-administered data from systematically selected 744 young shopping mall consumers and employed structural equation modeling (SEM) via maximum likelihood method for analysis. Self-conceptual traits (physical and achievement vanity), materialism, and brand consciousness play a pivotal role in the development of compulsive buying behavior in young consumers of Pakistan. Furthermore, the presence of materialistic attitude and brand consciousness in consumers firmly explains vanity-driven consumer's excessive, chronic, and unneeded purchasing of fashion appeal products. Policymakers and fashion apparel marketers should limit the excessive use of self-oriented and self-defining appeals in their marketing campaigns and focus on strategies that build consumer relationships with brands based on mutual benefits and welfare. |
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| Keywords: | Compulsive buying behavior Physical vanity Achievement vanity Fashion apparel products S–O-R model Brand consciousness Materialism Emerging economy Pakistan |
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