Compulsive Consumption in Psychology and Economics: Differentiation Betweeen Approaches and Their Integration Within the Framework of Economic Psychology
Abstract.In his article Ovrutsky describes and analyses two approaches to compulsive consumption: psychological and economical (marketing-based). The researcher compares these two approaches based on the following parameters: description of the phenomenon, the nature of impulse, determinants, effects, consumption actors, evaluation, consequence, correlation, specific phenomena and corrective measures. The determinants of impulsive consumption within the framework of the psychological approach are as follows: 1. the consumer's personal dispositions, 2. affective patterns and 3. cognitive conditions that promote or inhibit the manifestation of impulsive behavior. The second feature of the psychological approach is the nosological context of the perception of the phenomenon (explicit or latent). Psychological scale of impulsive consumption: impulsive purchases - compulsive purchases - oniomania. The marketing approach is based on three axioms: 1. Compulsive buying is an unplanned purchase; 2. Compulsive consumption is largely determined by external factors and acts as a product of management of the marketing communications system; 3. Compulsive consumption is a positive form of social activity. The specific phenomena of compulsive consumption in marketing concepts are: label switching, lifestyle, and creative consumption. It is shown that the psychological approach focuses on the internal determinants of behavior, while the economical approach is based on the external determinants. In psychology, compulsive consumption is regarded as irrational, in marketing it is interpreted as rational. Thus, the researcher has considered the economical and psychological approach to compulsive consumption as integrative. Such integration should follow the path of disclosing the mechanisms of interaction between psychological and economical factors in describing and explaining compulsive consumption.
Keywords: economic psychology, brand switching, random goods, marketing communication, marketing, oniomania, compulsive consumption, consumption, psychological approach, economic approach
Article was received:30-10-2018
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