International Journal of Mechanical Engineering and Technology (IJMET)

Volume 9, Issue 13, December 2018,

201 pp. 20–24, Article ID: IJMET_09_13_003
Available online at http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType=9&IType=13
ISSN Print: 0976-6340 and ISSN Online: 0976-6359

© IAEME Publication Scopus Indexed

NEUROMARKETING COMPULSIVE
COMPULSIVE
HOARDING
Dr. Raghuvaran
Research Scholar,
Scholar VIT Business School, VIT University
Vellore-14, Tamilnadu. India

Dr.S.Gomathi
Senior Professor,
Professor VIT Business School, VIT University
Vellore-14, Tamilnadu. India

ABSTRACT
Neuromarketing has recently developed theory and the methods applied to answer
for questions about decision making, choice, preference, risk and happiness.
neuroeconomics, studies about the neural functioning and its implications for
economic and consumer behavior. In this paper neuroeconomics key developments
are related to consumer decision-making,
de could be applied with important
managerial, policy and academic implications. Decision-making
Decision making is a fundamental part
of human behavior. And influence our health, well-being,being, finances, and future
prospects among other things. Researchers are interested
nterested in why we make the
decisions we do, especially
cially decisions do not appear rational or to benefit us in the
long run. Other disciplines,
ines, such as psychology and cognitive science, have tried to
answer the question of why people act the way they do.
do
Keywords: Neuromarketing,
Neuromarketing Neuroeconomics, Functional Magnetic Resonance
Imaging (FMRI), Steady state topography (SST)

Cite this Article: Dr. Raghuvaran and Dr.S.Gomathi, Neuromarketing Compulsive

Hoarding, International
ernational Journal of Mechanical Engineering and Technology,
Technology 9(13),
2018, pp. 20–24.
http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType=9&IType=12

1. INTRODUCTION
The new field Neuro marketing studies consumers' sensorimotor,
sensorimotor cognitive,
and affective response to marketing stimuli in marketing research. technologies such
as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of
the brain, electroencephalography (EEG) and Steady state topography (SST) are ued by
researcher to measure activity in specific regional spectra
spectra of the brain response, and sensors
like biometrics are used to measure changes in one's physiological state, including (heart

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IJMET/index. 20 editor@iaeme.com
 Dr. Raghuvaran and Dr.S.Gomathi

rate and respiratory rate, galvanic skin response) to study morea bout why consumers make
the decisions they do, and what part of the brain is telling them to do it .In a society that
spends an average of over $800 per person on holiday shopping, contributes consumer
spending to 70% of the gross domestic product, and has the lowest savings rate in the world at
0.4%,4 it is easy to recognize America’s obsession with objects.
Advertisers are masterminds at creating a nexus between what is necessary and what is
desired while manipulating consumer anxiety to drive demand for products. not surprisingly;
many Americans feel an attachment to their possessions. Hoarders require an accommodation
that is tailored to the source of the mental disability, not a transitory solution. Compulsive
hoarding is defined as “the acquisition of, and failure to discard possessions that appear to be
useless or of limited value; living spaces sufficiently cluttered so as to preclude activities for
which those spaces were designed; and significant distress or impairment in functioning
caused by the hoarding.”11 This definition identifies four factors fundamental to compulsive
hoarding: 1) excessive acquiring; 2) difficulty discarding; 3) cluttered living spaces; and 4)
having significant impairment or distress.

Attributes of Compulsive Hoarders

Hoarders excessively acquire items through either buying more than needed at flea markets,
yard sales, or stores or by collecting free items like discarded newspapers or objects from the
trash.13 A key feature of the acquired objects is that they appear to have little or no value to
the outside observer. Hoarders, on the other hand, see almost all of their possessions as having
a potential use.

Animal Hoarding: A Variant of Compulsive Hoarding

A variant of compulsive hoarding—animal hoarding—involves those who collect, but do not
care for, a great number of animals.40Some health concerns for animal hoarders are catching
zootomic diseases, which can spread from animal to human, and living with poor air quality
arising from the accumulation of ammonia and bioaerosol from decaying animals and their
waste. Although the threat to human health is severe, the animals themselves do not escape
the danger.

2. COMPULSIVE HOARDING UNDER THE DSM-5

An important step toward beneficial treatment for mental disorders is a listing in the
Diagnostic and Statistical Handbook for Mental Disorders (“DSM”), because “accurate
diagnosis leads to appropriate treatment.”53 Published by the American Psychiatric
Association (“APA”) the DSM provides a common language for diagnosis of mental
disorders.54 It describes the symptoms and criteria for mental disorders to ensure accurate
diagnosis.55 The DSM is important to the legal process, and “if a person’s mental state is at
issue, the attorneys or the courts turn to mental health experts, and they usually call upon
them for a diagnosis.

3. LITERATURE REVIEW
(Rex, 1998)How having a parent with a mental illness effects other family members It has
been well documented that having a family member who suffers from a mental illness puts
additional stress and unique burdens on relatives living with them (Stengler-Wenske et al.,
2006). Children tend to become parentified and take on responsibilities that are far beyond
their developmental level. When not only children but other relatives take on the
responsibilities of the loved one suffering with a mental illness, they do so at some detriment
to their own physical and/or mental health (Geffken et al., 2006). (Neziroglu, 2004)The

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 Neuromarketing Compulsive Hoarding

impacts on family members of those affected by obsessive compulsive disorder (OCD) seem
to take these eventualities a step further.
What seems to differentiate a family coping with OCD from one coping with a different
type of mental illness is the inextricable way in which they become ensnared by the illness. In
one study, close to 75% of relatives (of patients with OCD) reported participating (at least
minimally) in rituals, avoidance and/or modifying their behavior to accommodate their loved
ones symptoms (Stengler-Wenske et al., 2006). Frequently, prolonged exposure to and
eventual participation in a loved one’s struggle with OCD can have both external and internal
ramifications. (Nichols, 2001) Externally, there can be, amongst other things, loss of income,
loss of privacy, loss of pleasure and freedom and disruption of normal family activities
(Cooper, 1996). Internally, exposure and participation can result in losses of self-esteem,
control, hope, security, pleasure in a child’s success and a positive sense about the life of the
family (Cooper, 1996). 10 Traditional treatments for OCD have been medication (selective
seratonin reuptake inhibitors) combined with cognitive behavior therapy (CBT). The addition
of exposure and response prevention (ERP) has lead to higher rates of treatment response
(Renshaw, 2005). Despite a recognized treatment protocol and occasionally encouraging
results, up to 25% of OCD patients do not respond to treatment, and large numbers relapse
after initial treatment response, particularly after stopping medication (Renshaw, 2005).
Because family members play such a large part in the maintenance of this illness, researchers
are now looking into how to use the family system to influence treatment and maintain
positive treatment results (Renshaw, 2005).
(Renshaw, 2005)In recent years, the issue of compulsive hoarding has gained increased
attention due largely to media coverage of seemingly extraordinary cases like the ones
discussed in the beginning of this thesis. Of particular interest to me was the discovery that up
until the 1990’s there had been virtually no research done on the subject whatsoever. Randy
Frost and colleagues have since led the effort in investigating compulsive hoarding.
They have discovered specific character traits common to hoarders (Frost et al., 1996),
developed a measure for hoarding behavior (Frost, Steketee& Grisham, 2003), made a link
with compulsive hoarding and compulsive buying (Frost, Steketee& Williams, 2002) and
illustrated how compulsive hoarding extends into the community (Frost et al., 2000). Saxena
and colleagues are leading the current effort in the investigation of whether hoarding behavior
might be related to specific neurological characteristics (2004) by identifying what a
hoarder’s brain activity looks like. Finally, compulsive hoarding is most frequently
considered to be a component of OCD, although it is actually 11 listed in the DSM-IV-TR as
a component of obsessive compulsive personality disorder (OCPD) and absent in OCD
(American Psychiatric Association, 2000).
(Saxena, 2002)Compulsive hoarding is not typically presented for therapy by itself. It is
more frequently associated with Obsessive Compulsive Disorder (OCD) (Frost et al.,1993)
and Obsessive Compulsive Personality Disorder (OCPD) (American Psychiatric Association,
2000),as well as Anorexia, Schizophrenia, Dementia, Autism, Schizotypal Disorder (Kaplan
et al., 2004), PTSD, Major Depression (Frost et al., 1996) and Attention Deficit/Hyperactivity
Disorder (Hartl, Duffany, Allen, Steketee& Frost, 2005). The importance of inquiring about
potential hoarding tendencies when seeing clients with these co-morbid diagnoses should be
evident.

4. RESEARCH METHODOLOGY
Conceptual analysis of data gained has been used in attaining all the answers common for
each group patterns that influence decision regarding the purpose of buying a new house.
Research talks about the search for knowledge. Research can also be explained as a scientific

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 Dr. Raghuvaran and Dr.S.Gomathi

and systematic search for obtaining information on a particular topic. It is also called as an art
of scientific research. By taking the help of scientific procedures the present research tries to
investigate the main features of neuro marketing.

5. QUANTITATIVE VS. QUALITATIVE

Quantitative research may be measured in terms of quality or amount. it is relevant to the
phenomenon that can be stated in the manner of quantity. Otherwise, Qualitative research is
involved with qualitative phenomenon such as phenomena relating to or involving quality or
kind. Motivation Research is considered as an important thing for investigating the reasons
for human behavior such as why people think or do certain things. Research methodology of
this report requires secondary sources available and is of qualitative approach.

6. ANALYSIS
According to s survey, done by international OCD foundation 700,000 and 1.4 million people
in the United States will follow compulsive behavior. Hoarding is explained by Mayo Clinic
as the excessive collection of items and also with the inability to discard them. Hoarding
creates limited living conditions and homes filled to capacity. Many homes will have small
pathways through the house that wind through stacks of clutter. The Mayo Clinic states that
hoarding is also a symptom of obsessive compulsive disorder. Generally, OCD-related
symptoms will not be seen in people accumulate. Researchers are trying to keep more efforts
to understand this disorder and prove it as a mental health problem. Hoarding creates personal
complications comprising of posing health risks and unsanitary living conditions. Hoarding
can hold up with performing daily activities such as cooking and bathing. Above all, the
clutter is a fire hazard and safety. Business may also get affected through hoarding.
Compulsive keepers often misplace files, poor sense of time and are absent frequently. They
struggle with instructions have a hard time making decisions and miss important deadlines.
These problems create havoc in the workplace and reduce productivity

7. RISK FACTORS
Hoarding can affect everybody along with sex, age or economic status. Since the common
hoarding is studied by few people only it is hard to explain.
Age- in the adolescence age Hoarding will occur and may increase with age.
Family history_ family members how has hoarding will be affected more. Some people start
to hoard after experiencing a stressful life event they find difficult to cope with, such as the
death of a loved one, losing possessions in a fire and clivorce eviction.
Social isolation_ incase if the people are isolated or lonely then by withdrawn the hoard.
Perfectionists are the people who hoard. They make a right decision regarding what should be
done with each possession. The process of trying to decided what to do with possessions may
create distress .Hence they above making decision and keep everything instead.

8. PREVENTION AND TREATMENT

It now who hoarding can be caused is investigated but the prevention is not investigated yet.
Mayo Clinic stated incase if there is any problem with clutter it is advised to meet a doctor.
this problem arises in the teenage years. If you or a loved one has symptoms of hoarding, talk
with a doctor or mental health provider. Some communities have agencies that can help you
locate resources in your area. It may be difficult to do, but contacting local authorities such as
police, fire, public health, or animal welfare agencies may be the best choice, especially when
health or safety is at risk.

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 Neuromarketing Compulsive Hoarding

9. CONCLUSION
Neuro economics offers the potential for insights into the neurological processes that underlie
human and animal behavior. Using experimental methodologies combined with imaging and
other neuroscience tools can better help us understand the mechanisms of decision-making,
choice, preference, risk seeking or avoidance, valuation, bias, weighting, conflict, gain and
loss. While neuro economics as a field of study is in a relatively early phase, there are a
growing Page 24 of 36 numbers of researchers who are establishing new theoretical constructs
that could potentially inform economics, behavioral decision theory, management, marketing,
and psychology. Within neuro economics, there are a number of intriguing areas of research
that have not yet been fully explored and could prove of further interest. Such future areas of
research might include:
- How do neural systems work together to create decision-making behavior?
How wide is the variation in brain patterns between different population groups?
o subgroups (age, race, gender, individual variation)
o vulnerable populations
- How do cultural differences between population groups demonstrate differential neural
response to experiments in judgment, choice, conflict, risk, etc.
- How does free will play into neural responses to decision-making variables?
- What factors influence the development of addictive behavior and what factors could act to
discontinue these addictions?
While the application of neuro scientific methods to economics and other related fields
may cause continuing controversy and debate among scientists and the public, the results
gleaned thus far from neuro economic research have revealed valuable insights into the neural
substrates that affect human and animal decision-making. It seems reasonable to think that
these insights may allow for new, more revealing models of decision-making that will take
into account the underlying neurological mechanisms that drive behavior, emotion and choice.

REFERENCE
[1] Marsh, D. T. (1998). How to cope with mental illness in your family.
[2] Neziroglu, F. B.-T. (2004). Overcoming compulsive hoarding. Oakland.
[3] Nichols, M. P. (2001). The fundamental concepts of family therapy.
[4] Renshaw, K. D. (2005). Involving family members in the treatment of OCD.
[5] Saxena, S. M. (2002). Obsessive-compulsive hoarding: symptom severity and response to
multimodal treatment.

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