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Predictive Role of Personality Traits in Compulsive Buying Behavior: Mediating Effect of Attitude Towards Advertising

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Author: JAVED IQBAL

Citable URI : https://vspace.vu.edu.pk/detail.aspx?id=62

Publisher : Virtual University of Pakistan

Date Issued: 12/24/2016 12:00:00 AM

Abstract

Compulsive buying behavior is a phenomenon that has received significant attention of the researchers in the field of psychology, consumer behavior and marketing. It is an addictive propensity arises from the urges for buying something. Under this behavior buying is a source of relief from stress but ultimately disturb usual functioning. Researchers concluded that compulsive buying behavior is goal-oriented behavior and it depends upon psychological and environmental stimuli. The current study analyzes the psychological viewpoint of consumer’s compulsive buying behavior. Study also analyzes how attitude towards advertising is related with compulsive buying behavior and personality traits. Current study is valuable to the literature in following ways. Firstly, study presents broad dialogue on consumer’s compulsive buying behavior. Secondly, it discusses the bearing of personality traits on the psychological motives of consumer and it also discusses the role of attitude towards advertising on the psychological motives i.e. compulsive buying behavior. Thirdly, framework of the research verifies the social cognitive theory and acknowledges that cognitions and environment has strong effect on the consumer buying behavior and development of personality traits. Data for current study is collected from a sample of 250 shoppers of departmental stores. Out of 250 responses 210 found as complete and included in data analysis. Regression analysis employed to test hypotheses and Baron and Kenny’s (1986) method is adopted to test mediation. The results suggest that consumer’s personality traits have significant association with compulsive buying behavior as well as attitude towards adverting is an important construct to understand the association of personality traits and compulsive buying behavior. Results of the study expressed that attitude towards advertising act as partial mediator in the relationship of compulsive buying behavior and personality traits. Current study is a valuable addition in the literature of marketing research and the finding of the study would be helpful for researcher, retailers, decision makers and advertisers. Implication for policy makers would be development of consumer laws. Advertiser and decision authorities are directed to devise educational programs form such consumer to protect them from negative consequences. As in extreme conditions compulsive buying behavior leads to severe financial problems. For researcher it is beneficial for the further understanding of the compulsive buying behavior in context of personality traits.


URI : https://vspace.vu.edu.pk/details.aspx?id=62

Citation: Iqbal, J. (2016). Predictive Role of Personality Traits in Compulsive Buying Behavior: Mediating Effect of Attitude Towards Advertising. Virtual University of Pakistan, (Lahore, Pakistan).

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