Which type of consumer need refers to more personal pleasure seeking needs?

Author links open overlay panelPiotrTarkaaPersonEnvelopeMonikaKukar-KinneybEnvelopeRichard J.HarnishcEnvelope

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https://doi.org/10.1016/j.jretconser.2021.102802Get rights and content

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Abstract

Although existing research suggests that personality plays an important role in explaining compulsive buying behavior, there is still potential space to diagnose the theoretical mediational mechanisms underlying these effects or the extent to which these relationships vary across different consumer demographic groups. Indeed, the role of specific personality traits on hedonistic shopping experiences and compulsive buying still awaits an in-depth examination and clarification. Thus, the present research contributes to existing knowledge by: (1) examining hedonistic shopping experiences (HSE) as a mediating mechanism on compulsive buying (CB); and (2) investigating the role of gender as a moderating variable. Using a sample of 363 adults and data derived from the US market, we confirmed the role of hedonistic shopping experiences, a central trait, in mediating the effects of cardinal traits (i.e., neuroticism, extraversion, openness to experience, conscientiousness and agreeableness), on compulsive buying, a surface trait. Specifically, neuroticism, extraversion, openness to experience exerted a more indirect and positive influence on compulsive buying, while conscientiousness and agreeableness showed a stronger direct and negative relationship with hedonistic shopping experiences and compulsive buying. In addition, neuroticism, extraversion, and openness to experience were a stronger driver of compulsive buying for women than for men, while conscientiousness and agreeableness jointly decreased the importance of hedonistic shopping experiences, and more strongly inhibited compulsive buying for women than for men. The research findings offer important theoretical, public policy and marketing implications.

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Keywords

Personality (cardinal) traits

Hedonistic shopping experiences

Compulsive buying

Gender

Mediation and Moderation analysis

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Piotr Tarka works as Associate Professor at the Faculty of Management in Market Research Department of the Poznan University of Economics in Poland, and was Visiting International Scholar at University of Richmond, Robins School of Business. His research interests are focused on: compulsive buying behavior, materialistic values, consumerism, socio-economic transitions in eastern countries, structural equation modelling and latent variables measurement. His articles were published in the journal of Marketing Theory and Practice, Journal of International Consumer Marketing, Psychological Reports, International Journal of Market Research, or Quality & Quantity, Journal of Marketing Analytics. He is also the author of monograph ‘Scales Construction for Consumers’ Personal Values: Methodological Aspects and Application’.

Monika Kukar-Kinney is the F. Carlyle Tiller Chair in Business and a Professor of Marketing at the Robins School of Business at the University of Richmond. Monika's research focuses on three main topic areas, specifically, retailing and pricing, compulsive buying behavior, and consumer online buying behavior. Her work has been published in the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Business Research, and other outlets. Monika is active in international circles and holds a Visiting Professor appointment at the Faculty of Economics, University of Ljubljana in Slovenia.

Richard J. Harnish received his Ph.D. in social psychology from Michigan State University. Prior to joining Penn State in 2003, he spent 13 years working in private industry most recently as director of market research for Blattner Brunner, a comprehensive marketing services firm with offices in Atlanta, Washington DC, and Pittsburgh. Dr. Harnish has an active record of publications with a focus on four research interests – the functional theories of attitudes, person perception, consumer behaviour and compulsive buying. His research has appeared in journals such as: Psychology & Marketing, Journal of Personality and Social Psychology, Journal of Research in Personality, Personality and Individual Differences.

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