THE DIFFERENCES IN COMPULSIVE BUYING

BEHAVIOUR BETWEEN WOMAN AND MEN BASED ON

STRESS LEVEL

Nikita Santoso P.
Faculty of Economic and Business, Satya Wacana Christian University
Anastasia Aurora H. L
Faculty of Economic and Business, Satya Wacana Christian University
Kusuma Wardhani
Faculty of Economic and Business, Satya Wacana Christian University
 THE DIFFERENCES IN COMPULSIVE BUYING
BEHAVIOUR BETWEEN WOMAN AND MEN BASED ON
STRESS LEVEL

Nikita Santoso P.
Faculty of Economic and Business, Satya Wacana Christian University
212016502@student.uksw.edu
Anastasia Aurora H. L
Faculty of Economic and Business, Satya Wacana Christian University
2122016505@student.uksw.edu
Kusuma Wardhani
Faculty of Economic and Business, Satya Wacana Christian University
212016506@student.uksw.edu

ABSTRACT

Keywords
 Introduction

The globalization process creates new desires and consumption patterns, offer
solutions, in the sense of satisfying all of those recent needs and wants of the different
social strata affected by the frantic introduction of new products (Human
Development Report, 1998). Human necessity that become multifaceted, which is the
secondary needs turn out to be primary. The raise in needs and wants will gradually
lead to the consumptive behaviour. Research suggests that the purchasing decision,
the physical behavioral act of purchasing, is directly related to personal influences
(e.g., values, attitudes, backgrounds, beliefs, etc.), referent groups, or the media (Kim
and Kang, 2001). However, Kim and Kang differentiate between different types of
products (i.e., value expressive and utilitarian) that are purchased as a result of the
varying impact of these influences. Reasonably, it is improbable that that referent
groups will have a large influence on the purchase of useful products. However, when
purchasing value expressive products, like high priced products similar to televisions,
appliances, or motor vehicles, the opinions of the referent network are more likely to
determine purchasing behavior (Kim and Kang, 2001)

Consumptive behavior becomes one of the behaviors that cannot be separated

from the daily life of the people not only in big country but also growing country such
as Indonesia (Wahyningtyas, 2011). It shown by the desire to splash out on
uneccessary stuff, which is not considered as a primary needs. Consumption is
intended to satisfy primary and secondary needs, thus, it shouldn’t be achieved
excessively. Consumptive behaviour normally needs to be in harmony with a good
financial condition because otherwise, people with lower financial condition will
suffer to fulfilling their consumptive behavior. Predominantly, consumptive behavior
causing negative effects to people.
Moreover, people who have the consumptive behavior can also have a high
tendency to suffer the compulsive buying behavior. The individual’s materialism has
caused a person to have a tendency to make compulsive purchases. The desire to get
the products give satisfaction and quality of life without considering the negative
consequences.The negative consequeces can be a social risk, finance, mental, and
physical. ( Ditmar Study, 2005).People who undergo the compulsive buying disorder
typically pay more money to spent as a response to due to an event or unpleasant
feeling, and shopping is the cure and used toself-entertaining.Faber &O`Guinn’s
(1989), said that people with compulsive buying disorder believe that “when
acquiring, using or experiencing a feeling or material activities express an
uncontrollable desire or driving force which causesa personal to engage in a repeat
behavior, and people ultimately will trouble themselves or others”. They stress that
the definition of compulsive buying must also have two criteria: must be repeated
purchase, must bring them personal distress.
This methodological research aims to differentiating the compulsive buying
disorder between men and women based on their stress level. Kristina (2016) said
that consumers who are under stress may be more willing to spend money on
necessities or nonnecessities, which gives a sense of control because it makes
products that are useful for one’s daily survival readily presented.The conventional
mindset states that women are more likely to have the compulsive buying disorder
because it is recognizable with fashion, cosmetics, and accessories. According to
Wharton marketing professor Stephen J. Hoch, shopping behavior mirrors gender
differences throughout many aspects of life. “Women think of shopping in an inter-
personal, human fashion and men treat it as more instrumental. It’s a job to get
done.”However, people take no notice to men. The Author intended to distinguish the
differences between men and women in term of compulsive buying disorder. The
Author would like to ensure that men, perhaps, also have a tendency to suffer under
the compulsive buying disorder. Gadget, video games, computer software are the
examples of things that men are easily spend money for.

Based on those statements above, the Author conclude that the compulsive
buying disorder exist as a consequence of the consumptive behavior. As the
economics goes up, the needs and wants will gradually becoming more complex. The
compulsive buying disorder often associated with women, however, it does not rule
out the possibility of men for going through the compulsive buying disorder.
 Literature review

Globalization
It has been proven that globalization could not have happened without the influence
of media forms and platforms that have been invented and commonly utilized over the past
two centuries (Fairclough, 2007; Hafez, 2013; Mazzarella, 2004; Rantanen, 2005).
Communication technology plays an important role to assemble the connectivity and links,
through the invention of paper, ink, mail system, telegraph, internet system, and satellite
networks, in which we summarized as globalization (Peter, 2012). Apparently, the
globalization process creates new desires and consumption patterns, offer solutions, in the
sense of satisfying all of those recent needs and wants of the different social strata affected by
the frantic introduction of new products (Human Development Report, 1998)

Social Status

Mostly, peopleclassify their own social status in accordance with others by

comparison on objective and subjective basis (Festinger, 1954). People assess themselves
with the most likely and well-liked groups by them, and try to socialize with that group
(Back, 1951). The shopping, fashion, and clothing behavior of consumers affected by the
basic perception, approach, motivation, and believe (Schiffman and Kanuk, 2004). Latest
generation people have a tendency to alter and improve their personal style, by their choice,
as it is a natural and accepted thing and reality (Ebenkam, 2005).

Stress level

According to Botti and McGill (1988), one distinctive characteristic of stress is that it
be in charge of people to observe that they currently lack control over their surroundings. For
this reason, we insinuate that consumers may use their monetaryresources strategically in
order to reinstate control in a stress condition. One method to do this is to save money.
Saving someone’s monetary resources give a sense of control because it guarantees that these
resources will be available whenever it needed. Another way to do this is to spend money
strategically. Consumers who are under stress may be more willing to spend money on
necessities or nonnecessities, which gives a sense of control because it makes products that
are useful for one’s daily survival readily presented (Kristina, 2016)

Consumptive behavior