Stress, gender and compulsive buying among early adolescents

Abstract

PurposeDespite growing concerns over the increasing incidence of compulsive buying among young consumers, scant research attention has been focused on this darker side of consumer behavior among adolescent consumers. The purpose of this paper is to gain a better understanding of compulsive buying as a coping mechanism in early adolescents.Design/methodology/approachThe present study is the first to experimentally manipulate a common and important stressor in the lives of adolescents, academic stress, and measures its impact on compulsive buying among a sample of 12‐13 year old seventh graders. Next, the authors investigate whether gender moderates the stress‐compulsive buying relationship.FindingsThe present study finds that early adolescents increasingly turn to compulsive buying in an attempt to cope with heightened levels of academic stress. Surprisingly, gender was not found to moderate this relationship. Both boys and girls were found to respond to higher levels of academic stress with higher incidences of compulsive buying. Results suggest that compulsive buying is a common coping strategy for adolescents from both genders.Research limitations/implicationsThe results of this study suggest that compulsive buying is a common coping strategy in early adolescents. Additionally, both boys and girls were found to use compulsive buying as a means to cope with stress associated with school. Whether compulsive buying can be considered an adaptive or maladaptive coping strategy when dealing with stress requires further study be conducted in this area of research.Originality/valueThe paper makes several unique and important contributions to the literature. First, it describes one of few studies to investigate compulsive buying in early adolescents – a hard to reach population. Second, it is the only study to experimentally manipulate stress levels to investigate its impact on compulsive buying. Third, the study's findings in regard to gender's impact (or lack thereof) on the stress‐compulsive buying relationship suggest that compulsive buying begins early in adolescence and is a common coping strategy for both boys and girls. How young people cope with common stressors such as school has important implications for their mental and physical well‐being.