The effect of social exclusion, depression and materialism on compulsive buying

Consumption, like many other phenomena, is a concept that can change constantly. Consumer behavior is also shaped by the changing consumption culture and social, psychological, economic and cultural factors. Having a depressive mood, being excluded by their environment, and showing materialistic tendencies can lead them to compulsive buying behavior by experiencing an uncontrollable and continuous buying impulse that turns into an obsession. Although this situation seems positive for marketers, high debt for consumers; It includes many risks such as serious problems in work, family and social life, and deeper psychological problems. The aim of this study is to measure the effect of consumers' social exclusion, depression and materialistic tendencies on each other and on compulsive buying. The questionnaire form created for this purpose was applied to 301 individuals over the age of 18 living in Ankara, which constitutes the sample of the study. IBM SPSS 20.0 statistical package program was used in the analysis of the obtained data. According to the results of simple and multiple regression analyzes, social exclusion of people and showing materialistic tendencies significantly affect compulsive buying behavior. Although the depression variable alone can affect compulsive buying, it does not seem to have a significant effect on compulsive buying when combined with social exclusion and materialism.