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Unformatted text preview: November 12, 2007 Compulsive Buying Comes From Being Materialistic Considering the fact that I am a compulsive buyer, I understand why other compulsive buyers buy items for no apparent reason. It's just a crave that you can't get rid of. It's like a mid-life crisis that never ends once you reach the age of 50. The main reason why compulsive buyers buy is because they believe that "one's status reflects one's identity". When someone thinks of the word `status' what might come to their mind is being really rich and has everything they want even though they don't need it. Whoever is a compulsive buyer is trying to portray themselves as being rich by purchasing "high-dollar possessions that would help convey success, giving them status." Researchers have found three tiers of materialism. One way that makes a person materialistic is if they go out and buy items for personal comfort and happiness. In order to get a hold of someone's life, one might resort in purchasing materialistic items. Another main reasons why people are compulsive buyers is because of status. In society, everyone is trying to look the best of the best; one's status reflects one's identity. Therefore, whoever wants to look the hottest or have the newest trends needs to become a compulsive buyer. Designer labels from the streets of New York to California have an impact with compulsive buyers. If a compulsive buyer is visiting New York City and sees some trendy women wearing the new Prada sunglasses, by golly she's going to go out and buy that same pair of sunglasses and bring that style to California if Emily Egelson Page 2 it's not already there by the time she gets back. The perception of a Dolce and Gabbana handbag screams out to another person walking by, wow that person must have class and money, which is the person who is caring the Dolce and Gabbana's desired self-image. Compulsive buying has been descried as "chronic repetitive purchasing" that becomes a primary response to negative events or feelings. Compulsive buying can lead into debt because a person could purchase too many things at one point with their credit card and not realize they can't afford it until they get the bill. Marketers try their best to advertise really flashy products so that the compulsive buyers would purchase their products. When marketers show materialistic or status-seeking traits are present then the compulsive buyers buy. The marketers know that the compulsive buyers want to have the latest products so that they could be the first to show it off. "The stimulus for studying the relationship between materialism and compulsive buying is the thought that perhaps compulsive buying is more likely to occur when materialism is high." When materialism is advertised by the marketer, the marketers do everything they can do to make a person buy their product. Victoria's Secret has the store credit card that just gives you a bill every month. One could easily rack up a $600+ bill because all it is, is a swipe away from owning it. Marketers market their products by putting outrageous makeup on a model for the customers to look at the poster and say I want to own that lingerie outfit. Emily Egelson Page 3 With lingerie, they manipulate costumer's sexual longings. When marketing top designers, they tend get into people's emotions or what people are into. In Connecticut, there are a lot of people who go golfing on various days during the week and on the weekends. There was an advertisement for a jewelry store in Fairfield and instead of putting diamonds and gems on the billboard the marketer decided that for this geographical location people would want to purchase the new Tag Heuer Tiger Woods Golf Watch. So that was on the billboard; that was catered for those compulsive buyers who are golfers. Compulsive buying comes from materialism, which comes from wanting the best status. Emily Egelson Page 4 Reference Page
O'guinn, Thomas C., and Ronald J. Faber. "Compulsive Buying: a Phenomenological Exploration." Journal of Consumer Research 16 (1989): 147-157. 15 Nov. 2007 <http://www.jstor.org/view/00935301/di007511/00p0219m/0>. Park, Hye-Jung, and Leslie D. Burns. "Fashion Orientation, Credit Card Use, and Compulsive Buying." The Journal of Consumer Marketing 22 (2005): 135-142. 15 Nov. 2007 <http://ariel1.xu.edu:2099/pqdweb?index=2&sid=1&srchmo...>. Roberts, James A., Chris Manolis, and John "Jeff" F. Tanner Jr. "Adolescent Autonomy and the Impact of Family Structure on Materialism and Compulsive Buying." Journal of Marketing Theory and Practice 14 (2006): 301-14. 15 Nov. 2007 Tanner, Jeff, and Jim Roberts. "Materialism Cometh." Baylor Business Review 18 (2000): 2. 15 Nov. 2007 <http://ariel1.xu.edu:2099/pqdweb?index=27&sid=1&srchm...>. <http://ariel1.xu.edu:2099/pqdweb?index=0&did=1161380...>. ...
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This essay was uploaded on 04/22/2008 for the course ENGLISH 101 taught by Professor Hampel during the Fall '07 term at Xavier.
- Fall '07