Examining the role of self-awareness in the relationship between self-critical rumination and reactive buying

Individuals experience various negative situations and emotions throughout their lives. Negative situations and emotions are inherently painful. To cope with this pain, individuals sometimes use dysfunctional coping strategies such as compulsive buying. The purpose of this thesis study is to examine the relationship between self-critical rumination and reactive buying, which is a subdimension of compulsive buying, in adult individuals, and to test the mediating role of self-awareness in this relationship. The study sample consists of 167 participants. In the thesis study, the Demographic Information Form, the Self-Critical Rumination Scale, the reactive buying subdimension of the Compulsive Buying Scale, and the internal self-awareness subdimension of the Self-Consciousness Scale were used, respectively. When the findings of the mediation analysis were examined, there was a significant positive relationship between self-critical rumination and reactive buying behaviour. Additionally, significant negative relationships were found between self-critical rumination and self-awareness, as well as between reactive buying behaviour and selfawareness. However, contrary to expectations, self-awareness did not mediate the relationship between self-critical rumination and reactive buying behaviour. The findings are discussed within the context of the existing literature.