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E-ISSN : 2288-2766
The Study on Compulsive Buying as Self-Defeating Behavior: Focused on Social Exclusion Factor
Abstract
Purpose – This study investigated the effect of the social exclusion experience on the compulsive buying tendency. The purpose of current study is to examine the mechanism through compulsive buying, one of self-defeating behaviors. While previous studies on compulsive buying focused only on the mechanism of psychological escapism to overcome negative emotions, this study intends to expand the study on the causes of compulsive buying by presenting a social exclusion experience as one of the causes of negative emotions. Research design and methodology – Present study was performed with 114 college students in Seoul. Participants were randomly assigned to the group who experienced social exclusion and the group who did not experience social exclusion. We analyzed how the tendency of compulsive buying differs according to the experience of social exclusion with t-test. Results – The compulsive buying tendency of the group who experienced social exclusion was higher than that of the group who did not experience it, and the difference was statistically significant. Conclusions – When the negative emotions caused by social exclusion experiences are high, they avoid self-awareness and show cognitive narrowing that focuses on immediate, specific and low-level tasks such as shopping or purchasing, which leads to self-defeating behavior. On the basis of these results, theoretical and practical implications of this research were discussed and the limitations and future research were suggested.
- keywords
- Compulsive Buying, Social Exclusion, Escape Model, Self-defeating Behavior
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