Role of Neuroticism in relationship between Materialistic values and Compulsive buying behavior among Pakistani adults

Abstract

Compulsive buying behavior (CBB) has developed and become a major issue, as individuals who engage in excessive purchasing cannot manage their urge to shop. Present research was aimed at investigating materialistic values as a predictor of compulsive buying behavior among adults, and further, it was intended to analyze the moderating role of neuroticism between compulsive buying behavior and materialistic values. A sample (N = 350) of adults aged 20-55 was collected from employees working in different schools, colleges, and banks, including males and females. Data was collected by using a convenient sampling technique. The Richmond Compulsive Buying Behavior Scale (RCBS) developed by Ridgway (2008), the Material Value Scale (MVS) developed by Richins (2004), consisting of three sub-scales of happiness, centrality, and success, and the neuroticism sub-scale of the Neo-FFI developed by Paul, Costa, Robert, & McCare (1985) were used to measure the relevant constructs. Multiple regression analysis was used to verify happiness, centrality, and success as predictors of compulsive buying behavior. PROCESS was used to assess the role of neuroticism as a moderator between materialistic values and compulsive buying behavior. Results indicated success and happiness are significant positive predictors of compulsive buying behavior. Further results indicated that neuroticism moderates the relationship between success and compulsive buying behavior. Moreover, results also indicated neuroticism significantly moderated the relationship between happiness and compulsive buying behavior. Findings of this research indicated that males significantly scored higher on centrality and compulsive buying behavior than females.