The influence of advertising on compulsive buying — The role of persuasion knowledge

Kalina Mikołajczak-Degrauwe · Malaika Brengman

43 citations0/0 files storedJournal of Behavioral Addictions

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Gambling Behavior and Treatments

Abstract

BACKGROUND AND AIMS: The growing concern over compulsive buying (CB) among consumers has led to vast amount of research examining the antecedents of this maladaptive behaviour. The focus of previous research was, however, mainly on examining the internal, psychological factors contributing to CB. The current research, on the other hand, sheds light on one of the external triggers which can possibly stimulate CB, namely advertising. METHODS: An online survey has been conducted to identify the attitudes and scepticism towards advertising as well as ad avoidance and persuasion knowledge among a sample of 582 Belgian consumers. Furthermore, all participants were screened with regard to compulsive buying tendencies. RESULTS: This research provides evidence that positive attitudes towards advertising can lead to CB. An important factor in this relation is persuasion knowledge. CONCLUSIONS: The study results lead to the conclusion that people higher in persuasion knowledge dispose less positive attitudes towards advertising which can subsequently prevent them from engaging in CB. Moreover high scores on scepticism towards advertising and ad avoidance among Belgian consumers in our sample point to a need for advertisers to modify their practices in order to gain more trust from consumers. This study also shows that advertising in particular attracts and seems to affect an already disadvantaged group of people - namely compulsive buyers.

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References

1954A Theory of Social Comparison Processes 1996The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis.1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2010Signaling Status with Luxury Goods: The Role of Brand Prominence 1989Compulsive Buying: A Phenomenological Exploration 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising

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