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CHAPTER 3- COMPULSIVE BUYING AS A CONSEQUENCE OF AGGRESSIVE MARKETING STRATEGIES              56                                                                                                              
Ozgür Musa SUNGUR

Cite this chapter

Kartal, C., Sungur, O.M., Durukan, T. (2023). Chapter 3 Compulsive Buying as a Consequence of Aggressive Marketing Strategies. In B. L. Salvador Bizotto (Ed.), Academic Research & Reviews in Social, Human, and Administrative Sciences-III- (pp. 56-76). Ankara, Türkiye: Global Academy Publishing House.

Although economics claims that consumers' purchasing behavior is based on a rational basis, this may not always be the case. It is not always easy to analyze the nature of human behavior. Often people can behave in ways that surprise each other. For example, why does a woman keep more than 200 pairs of shoes in her shoe rack? Why does a family keep
enough food in its pantry to survive for at least three years? Or why does a man of advanced age continue to buy technical equipment for climbing a mountain even though he cannot actually do it? Most people have convincing explanations for such situations. But can these explanations make us happy? For these reasons, such behaviors of people in their shopping lives have been tried to be explained with concepts such as hedonic consumption, compulsive buying (oniomania), and shopping disease. When the literature in the field is examined, especially when it is associated with the science of psychology, it shows that normal or abnormal approaches are very difficult. This is because consumption patterns are realized depending on many events such as time, geography, people, the economy, fear, and anxiety. For this reason, when analyzing purchasing patterns, it is necessary to first examine the conditions of their own time in a mass manner.

As another example, during the COVID-19 pandemic, people attacked food stores for shopping, hoarding or looting is a situation that can be explained in the conditions of that day. However, for some, people harming each other for toilet paper is inexplicable. In addition to society's value judgments, situations that contradict the law may also occur. For example, stealing is a crime according to the laws of almost every country, but as in the case of the earthquake in Turkey, the situation of looting stores has been normalized even though some segments of society find it strange. In an environment where the economy has collapsed and the market is not functioning, it can be considered normal for a family to steal to survive. Therefore, it is necessary to separate hedonic and compulsive behaviors from impulsive disorders such as kleptomania and situations such as vital necessities.

In this study, regrets based on unplanned and excessive purchasing behaviors of individuals will be examined in a theoretical framework. At the same time, the effects of marketing strategies of businesses, such as enticement, which cause these situations, on purchasing will also be included. As it is known, the efforts of businesses to increase attraction
cause consumers to lose control during shopping, and in the following periods, it reveals results that harm society as well as the individual. Statistics in the field are extremely inadequate. Therefore, it has been very difficult to reach healthy data globally. The terms “Compulsive Buying”, “Pathological Shopping” and “Compulsive Shopping” were used in the theoretical framework.

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