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Self-image - is it in the bag? A qualitative comparison between 'ordinary' and 'excessive' consumers

journal contribution
posted on 2023-06-07, 18:13 authored by Helga Dittmar, John DruryJohn Drury
An in-depth thematic analysis is presented of 32 interviews, which examined commonsense definitions of impulsive and planned buying, characteristics of typical impulse buy episodes, motivations for impulsive buying, issues of self-image and self-presentation, and regret. Ten interviews each were conducted with “ordinary” men and women consumers, and a further 10 with women classified as “excessive shoppers” (more commonly referred to as “compulsive buyers”). Two male excessive consumers were also interviewed. Distinctive patterns emerged for each different shopper group. Findings show that impulse buying, regret and other concepts have complex meanings beyond those that can be measured easily in survey research, and that the level of sophistication and reflexivity about one’s shopping behaviour is far greater in excessive shoppers. On the basis of the gender differences found, it is proposed that self and shopping are more closely linked for women than for men.

History

Publication status

  • Published

Journal

Journal of Economic Psychology

ISSN

0167-4870

Publisher

Elsevier

Issue

2

Volume

21

Page range

109-142

ISBN

0167-4870

Department affiliated with

  • Psychology Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2012-02-06

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