Kompulsif Tüketici Ne Kadar Bilinçli? Bir Örnek Olay Çalışması

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.