Co-Occurrence of Compulsive Buying and Branding Phenomena

• Autorzy: Henryk Szymusiak

Warianty tytułu

Współwystępowanie zjawiska kompulsywnego kupowania i zjawiska marki

• Języki publikacji: EN

Abstrakty

EN

Material consumption, particularly compulsive buying (so called shopaholism), decreases individual economic and subjective well-being. The phenomenon of shopaholism is one of the leading behavioral addictions in modern times. Compulsive buying behavior is an uncontrollable and emotional addiction that is socially and externally induced, for instance through brands advertisement. This behavior, similarly like psychoactive substance ingestion, produces short-term reward that may engender persistent behavior despite knowledge of adverse consequences, i.e., diminished control over the behavior. Although shopping has been regarded as a necessity and harmless, compulsive buying may lead to many undesirable consequences, including severe personal debt and damaged family relationships. When this occurs, brands will also face consequences, since their consumers are unable to pay but continue purchasing these products. In addition, compulsive buying as a phenomenon that promotes excessive consumerism, may hurt the brands' reputation in the long run. Thus, it is important for brands and policy makers to understand the factors that will lead to compulsive buying behavior. This paper reviews literature data pointing to the existence of a relationship between consumer compulsive buying and various branding phenomena and emotional well-being of consumers. The results of scientific studies especially confirm the relationship between brand attachment and emotional well-being of consumers, demonstrating that consumers use brands to feel emotionally well. Consumers who engage in compulsive buying try to alleviate negative feelings, which are temporarily forgotten and replaced with positive feelings. These conclusions are important because the phenomenon of compulsive buying is very serious while brand power has come to play a significant role in both firm strategic planning and consumer decision-making processes. While compulsive buying and brand attachment are positively related, however, the results are unclear in regards moderation effects of brand popularity.(abstrakt oryginalny)

Konsumpcjonizm, szczególnie kompulsywne kupowanie (tzw. zakupoholizm), obniża indywidualne samopoczucie ekonomiczne i subiektywne. Zjawisko zakupoholizmu jest jednym z wiodących uzależnień behawioralnych we współczesnych czasach. Kompulsywne zachowania zakupowe to niekontrolowane i emocjonalne uzależnienie, które jest wywołane społecznie i zewnętrznie, na przykład poprzez reklamę marek. Takie zachowanie, podobnie jak przyjmowanie substancji psychoaktywnych, daje krótkoterminową nagrodę, która może wywołać trwałe zachowanie pomimo wiedzy o negatywnych konsekwencjach, tj. zmniejszoną kontrolę nad zachowaniem. Chociaż zakupy są uznawane za konieczne i nieszkodliwe, kompulsywne kupowanie może prowadzić do wielu niepożądanych konsekwencji, w tym poważnych długów osobistych i zniszczonych relacji rodzinnych. Gdy to nastąpi, marki również będą musiały ponieść konsekwencje, ponieważ ich konsumenci nie będą w stanie zapłacić, ale będą nadal kupować te produkty. Ponadto kompulsywne kupowanie, jako zjawisko sprzyjające nadmiernemu konsumpcjonizmowi, może na dłuższą metę zaszkodzić reputacji marek. Dlatego menedżerowie marek powinni zrozumieć czynniki, które mogą prowadzić do kompulsywnych zachowań zakupowych konsumentów. W niniejszym artykule dokonano przeglądu danych literaturowych wskazujących na istnienie związku między kompulsywnymi zakupami konsumentów a różnymi zjawiskami brandingowymi i dobrostanem emocjonalnym konsumentów. Wyniki badań naukowych szczególnie potwierdzają związek między przywiązaniem do marki a dobrostanem emocjonalnym konsumentów, pokazując, że konsumenci używają marek, aby czuć się dobrze emocjonalnie. Konsumenci, którzy angażują się w kompulsywne kupowanie, próbują złagodzić negatywne uczucia, które są chwilowo zapominane i zastępowane pozytywnymi. Te wnioski są ważne, ponieważ zjawisko kompulsywnego kupowania jest bardzo poważne, podczas gdy siła marki zaczęła odgrywać znaczącą rolę zarówno w firmowym planowaniu strategicznym, jak i procesach decyzyjnych konsumentów. Pomimo że kompulsywne kupowanie i przywiązanie do marki są ze sobą pozytywnie powiązane, to jednak wyniki nie są jasne, jeśli chodzi o wpływ popularności marki. (original abstract)

Słowa kluczowe

EN

Branding; Brand attachment; Consumer; Consumer behaviour; Addiction; Well-being

PL

Budowanie świadomości marki; Przywiązanie do marki; Konsument; Zachowania konsumenta; Uzależnienie; Dobrostan

• Czasopismo: Towaroznawcze Problemy Jakości
• Rocznik: 2020
• Numer: nr 3
• Strony: 11--30

Twórcy

autor

Henryk Szymusiak

• Poznan University of Economics and Business

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