Features of Self-Concept and Compulsive Buying

Consumer culture with the development of areas of advertising and marketing has undergone significant changes. As a result, new irrational forms of consumer behavior have appeared. One such form is compulsive buying disorder - a form of an irrational behavior, which is characterized by an uncontrolled and obsessive desire to buy. Theoretical analysis of the problems has shown the need to study the personal characteristics of shopaholics in order to achieve a more comprehensive understanding of the personality of shopaholics. Hypotheses were formulated the higher divergence between the real and desired images of the self, the higher importance of achieving the desired self, as well as the lower self-concept clarity. According to the results of the study, the hypotheses have been confirmed: compulsive buyers are characterized by features such as low self-concept clarity, a larger gap between the real and the desired self, as well as the importance of achieving the desired self.