An analysis of compulsive buying behavior: Questioning the role of marketing campaigns

Abstract

This study defines the concept of compulsive buying behavior on the basis of available research as a buying behavior that is continuous and repetitive and it is stimulated in result of some negative feelings or events. Then it highlights the significant predictors of compulsive buying behavior discussed in literature by different authors. Study also incorporates the role of marketing practices play in compulsive purchasing of a consumer. This study adopts a qualitative content analysis approach. Only journal articles are included in analysis. Study questions the role of marketing campaigns polices and strategies in promotion of compulsive buying behavior. This study underlay’s some reservations on the ethicality of the marketing campaigns. Future recommendations are also discussed in the end.

Key Words: Compulsive Buying Behavior, Marketing Campaigns, Ethicality.