Personal Goals and Their Role in Consumer Behavior: The Case of Compulsive Buying

Contrary to previous research, compulsive buying is modeled as a function of one’s personal goals, rather than simply an outcome of psychological tension. Consumer researchers have paid little attention to the purposive element of consumer behavior. Viewing consumers as goal-seeking individuals should contribute to our understanding of a fundamental question about consumer behavior - what are consumers trying to accomplish when they purchase and consume products and services? The study finds that extrinsic goals emphasizing financial success and attractiveness to others are positively related to compulsive buying. Conversely, intrinsic goals emphasizing self-acceptance and community feelings are negatively related to compulsive buying. The findings emphasize the importance of further research and theory development in the study of compulsive buying and have important implications for our understanding of consumer behavior and well being.