Buying Troubles: Unraveling the Psychological Tangle of Compulsive Shopping
When is shopping considered a compulsive disorder?
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Shopping might seem like an innocuous pastime or even a necessity in consumer-driven societies, but for some individuals, it can become a dangerous obsession. In the epoch of social media, shopping addictions can blossom rapidly, with people increasingly consumed by the purchase of unnecessary items, their financial stability, and their mental health.
Astrid Müller, a researcher at the Hannover Medical School (MHH), explains that occasional impulse purchasing is normal. However, when shopping becomes the main priority, even in the face of financial or family problems, it may be indicative of a shopping addiction. Similar psychological and neurobiological mechanisms are at play as in substance abuse, says Müller. The imbalance that occurs in the brain between signals that trigger addictive behavior and control over those signals is a significant factor in shopping addiction.
Shopping is often glamorized in society, with people encouraged to shop from a young age by consumer advertising. Few individuals are aware of the potential risks associated with excessive shopping, according to Müller. Shopping addiction is not only underdiagnosed, but it's also on the rise, she adds.
The popularization of e-commerce has allowed for shopping to occur around the clock, with access available on smartphones and even during inopportune times such as at night, during lectures, or in the bathroom. The constant availability of shopping increases the risk, according to Julia Reutermann-Kämmerer, a senior physician in the area of addiction disorders at the Center for Integrative Psychiatry (ZIP) in Lübeck.
More recently, posts on social media platforms have started being linked directly to shopping offers, such as when influencers promote various products. A new offering of concern is TikTok Shop, which allows companies and influencers to promote and sell their products within the app. The goal of Tiktok Shop is to encourage spontaneous purchases supported by hyper-personalized content made possible by artificial intelligence and vast amounts of user data. Müller fears that the risk of sliding into a shopping addiction will increase dramatically with the advent of social commerce.
Young people, especially children, teenagers, and young adults, are considered to be at a high risk of developing shopping addictions. The constant pressure to conform, along with the ease of impulsive shopping, can cause significant harm in these populations.
While it may be assumed that women are more prone to shopping addictions, research shows that men and women shopping habits can differ, but not in terms of frequency. Men often gravitate towards purchasing tools, sports equipment, fishing gear, or electronics, while women may buy clothing, shoes, decorations, or cosmetics well beyond their needs. Both genders are equally at risk of slipping into an addiction, according to Müller.
Key characteristics of shopping addiction include agreeing with statements such as "I am what I possess" or "If I had all the things I wish for, I would be happier." Those affected by shopping addiction can experience immense feelings of guilt and shame upon realizing the harm they have caused to their financial and personal lives.
"Some people have a shopping spree three times a day," says Müller. "They completely lose track of their spending." Debts accumulate, some individuals end up in court for fraud due to the use of multiple names or credit card misuse. The disease is linked to the dopamine reward system, which plays a role in drug addiction, according to Müller.
Lifestyle therapies that focus on behavioral modification are often used as treatments for shopping addiction. The therapy involves setting specific points of abstinence, such as no longer buying clothes online but only in stores, and removing shopping apps from smartphones. Therapy sessions can be lengthy and require considerable effort to prevent old patterns from resurfacing.
Preventing shopping addiction involves a combination of consumer education, regulatory oversight, and industry accountability. Education plays a crucial role in raising awareness about the risks associated with excessive shopping, especially on social media and e-commerce platforms. Regulating advertising, especially targeted advertising on social media, can help reduce the psychological triggers that lead to compulsive shopping. Encouraging balanced lifestyles by promoting alternative hobbies and interests can help individuals avoid excessive engagement with shopping platforms.
Strengthening data protection laws can limit the ability of e-commerce and social media platforms to collect and use consumer data for targeted advertising. Requiring e-commerce platforms to provide clear and transparent information about products, pricing, and customer rights can protect consumers from deceptive marketing practices. Enforcing stricter consumer protection laws can provide legal recourse for individuals affected by shopping addiction. Regulating online credit services and payment systems can make it harder to accumulate debt without awareness.
- Addiction
- Consumer Goods
- The imbalance that occurs in the brain between signals that trigger addictive behavior, such as shopping, and control over those signals is a significant factor in shopping addiction, as noted by Astrid Müller.
- Shopping addiction is not only underdiagnosed, but it's also on the rise, according to Müller, and the advent of social commerce, like TikTok Shop, may increase the risk of sliding into a shopping addiction.
- Preventing shopping addiction involves a combination of consumer education about the risks associated with excessive shopping, especially on social media and e-commerce platforms, and regulatory oversight, such as strengthening data protection laws and enforcing stricter consumer protection laws.
