Department of Business, Faculty of Economic and Social Sciences and Solvay Business School, Vrije Universiteit Brussel, Brussel, Belgium.
J Behav Addict. 2014 Mar;3(1):65-73. doi: 10.1556/JBA.2.2013.018. Epub 2013 Dec 6.
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.
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.
This research provides evidence that positive attitudes towards advertising can lead to CB. An important factor in this relation is persuasion knowledge.
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.
消费者对强迫性购买（CB）的日益关注导致了大量研究检查这种适应不良行为的前因。然而，以前的研究重点主要是检查导致 CB 的内部、心理因素。另一方面，本研究揭示了一个可能刺激 CB 的外部触发因素，即广告。
本研究通过在线调查，在 582 名比利时消费者样本中，确定了对广告的态度和怀疑态度，以及广告回避和说服知识。此外，所有参与者都接受了强迫性购买倾向的筛查。
本研究提供的证据表明，对广告的积极态度会导致 CB。这种关系中的一个重要因素是说服知识。
研究结果表明，具有较高说服知识的人对广告的态度不太积极，这可以防止他们从事 CB。此外，我们样本中比利时消费者对广告的怀疑态度和广告回避得分较高，表明广告商需要调整其做法，以赢得消费者更多的信任。本研究还表明，广告特别是吸引并似乎影响到一个已经处于不利地位的群体，即强迫性购买者。
