Materialismo e compulsão por compras: um estudo com consumidores de Sant’Ana do Livramento

Abstract

Compulsive buying behavior is influenced by several factors, such as psychological, family and sociological influences (ROBERTS 1998). Materialism also acts as a factor influencing compulsive buying behavior (SILVA, 2014). Some studies have shown that the level of materialism in consumers has been increasing (RICHINS 1994; BELK 1991; WATSON 2003), and that consumers buy more products than necessary because of the value and importance attributed to the goods. What helps to develop the compulsion to buy these consumers. This study aimed to identify the relationship between materialism and the shopping compulsion in the population of Santana do Livramento, to measure the existence of compulsive buying disorder in the sample population. The Compulsive Buying Scale, made by Faber and O'Guinn (1992), was used to measure the level of materialism in the sample using a scale made by Richins (2004). The sample consisted of 243 consumers. As main results, it is pointed out that the present research made it possible to conclude that it is not possible to affirm that there is a high level of compulsion for purchases in the sample of this study, and that women are more prone to compulsive shopping than men. In relation to materialism, men presented a higher level of materialism than women.