Compulsive buying among young adults : a behavioural segmentation

Maccarrone-Eaglen, A; Schofield, P

Abstract

Purpose – The purpose of this study is to re-examine the characteristics of compulsive buying
behaviour (CBB) based on a new improved screener. The study analyses young compulsive buyer
attitudes, decision making, product preferences, the impact of credit card use and post-purchase
perspectives in relation to compulsive buying behaviour severity.
Design/methodology/approach – The study takes a quantitative approach to the analysis of
compulsive behaviour among young consumers, using data from a questionnaire survey and a large
sample. A wide range of statistical procedures and structural equation modelling are used in the
analysis.
Findings - The segmentation of compulsive buyers, on the basis of disorder severity, provides
important insights into the asymmetrical between-group variation in anxiety levels, product
preferences, feelings, attitudes and credit card impact, and the within-group variability in daily
compulsivity patterns and associated shopping behaviour.
Originality/value – The study compares non-compulsive behaviour with occasionally compulsive,
mildly compulsive and severely compulsive consumers using an improved screening tool. It
identifies critical criteria that distinguish between mild and severe forms of the disorder, which
have hitherto been neglected yet represent key diagnostic and predictive factors which can inform
both early intervention and our understanding of CBB and its complexity.

Citation

Maccarrone-Eaglen, A., & Schofield, P. (2020). Compulsive buying among young adults : a behavioural segmentation. Young Consumers: Insight and Ideas for Responsible Marketers, 21(1), 57-76. https://doi.org/10.1108/YC-02-2019-0958

• Journal Article Type: Article
• Acceptance Date: Oct 25, 2019
• Online Publication Date: Jan 10, 2020
• Publication Date: Apr 15, 2020
• Deposit Date: Oct 28, 2019
• Publicly Available Date: Feb 3, 2020
• Journal: Young Consumers
• Publisher: Emerald
• Volume: 21
• Issue: 1
• Pages: 57-76
• DOI: https://doi.org/10.1108/YC-02-2019-0958
• Publisher URL: https://doi.org/10.1108/YC-02-2019-0958
• Related Public URLs: https://www.emerald.com/insight/publication/issn/1747-3616