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Biological Rhythm Research
ISSN: 0929-1016 (Print) 1744-4179 (Online) Journal homepage: https://www.tandfonline.com/loi/nbrr20
The relationship of consumers’ compulsive buying
behavior with biological rhythm, impulsivity, and
fear of missing out
Duygu Aydin, Yavuz Selvi, Ali Kandeger & Murat Boysan
To cite this article: Duygu Aydin, Yavuz Selvi, Ali Kandeger & Murat Boysan (2019): The
relationship of consumers’ compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out, Biological Rhythm Research, DOI: 10.1080/09291016.2019.1654203
To link to this article: https://doi.org/10.1080/09291016.2019.1654203
Published online: 13 Aug 2019.
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ARTICLE
The relationship of consumers
’ compulsive buying behavior
with biological rhythm, impulsivity, and fear of missing out
Duygu Aydina, Yavuz Selvib, Ali Kandeger cand Murat Boysan d
aDepartment of Advertising, Selcuk University, Konya, Turkey;bDepartment of Psychiatry, Neuroscience Research Center (SAM), Selcuk University, Konya, Turkey;cDepartment of Psychiatry, Selcuk University, Konya, Turkey;dDepartment of Psychology, School of Science and Arts, Yuzuncu Yil University, Van, Turkey
ABSTRACT
In this study, we aimed to investigate the relationship between compulsive buying (CB), biological rhythm, impulsivity, and fear of missing out (FoMO). The data in the research was collected from 493 university students using a package of psychological tools including the personal questionnaire, the Compulsive Buying Scale (CBS), Barratt Impulsiveness Scale (BIS-11), Fear of Missing Out Scale (FoMOs), Morningness–Eveningness Questionnaire (MEQ), Sleep Hygiene Index (SHI), and Depression Anxiety Stress Scale-21 (DASS-21). One-way analysis of variance was used to investigate the differences in scales scores across chronotypes, and hierarchical regression analysis to understand the relationships of compulsive buying scores with socio-demographic characteristics and scales scores. Morning-typeindividuals reported lower scores on the CBS, impulsivity, FoMOs, anxiety, and stress than evening-types or neither-types. According to the hierarchical regression analyses, compulsive buyers reported significantly greater levels of impulsiv-ity, depression, anxiety, and fear of missing out. The results showed that evening-type individuals were more likely to compulsive buy-ing behaviors, impulsivity, and FoMO. In conclusion, this study revealed pioneeringfindings in terms of CB-related factors. It also showed the relationship between consumers’ compulsive buying behavior, and FoMO and the effect of circadian preferences in biological rhythms on this relationship.
ARTICLE HISTORY
Received 8 July 2019 Accepted 5 August 2019
KEYWORDS
Circadian rhythm; sleep; impulsive behavior; compulsive behavior; Fear of missing out
Introduction
Some of our individual preferences and behaviors are related to our consumption preferences and behaviors as consumers. Investigation of various factors such as phy-siological, psychological, social and marketing factors in explaining our behaviors as consumers is explanatory. Marketers are trying to understand the decision-making processes of consumers who millions of purchase decisions every second worldwide. The factors that cause these processes and the results of these processes in individuals are examined by many different disciplines (Schiffman and Kanuk1997; Zaltman2003). The circadian rhythm is a representation of the biological rhythm, which is a biological clock conducted by endogenous (e.g. circadian pacemaker, clock genes) and exogenous
CONTACTYavuz Selvi dryavuzselvi@yahoo.com Department of Psychiatry, Selcuk University, Konya, Turkey https://doi.org/10.1080/09291016.2019.1654203
factors (e.g. light, social behavior, work schedules) that regulate the daily rhythm in humans, especially in the sleep-wake cycle. Individuals show three different chronotype characteristics called morning, evening, and intermediate type according to the time of sleep, cognitive performance and physical activity. The morning-type individuals get up early and are active early in the day; on the other hand, evening-type individuals feel active later in the day and tend to sleep late (Gau et al.2007; Selvi et al.2007). Evening-type individuals have been shown to have poor sleep hygiene and are more susceptible to insomnia and sleep disorders (Selvi et al.2017). In addition, there are studies showing that the evening-type individuals are related to impulsivity, problematic internet use and addiction behaviors (Lin and Gau2013; Randler et al.2016; Kandeger et al.2019).
The decision-making process of consumers is not completely rational as it is considered. Much of the act of thinking takes place through memories, emotions, thoughts, or other cognitive processes that we are not aware of or cannot interfere with (Zaltman2003). There are processes in which consumers cannot fully control their purchasing behavior. These processes: (a) An unplanned buying that the consumer remembers when he is unfamiliar with the store, is under time pressure or buys a product he has seen on the shelf; (b) impulsive buying, in which the consumer acts instantly with an impulse to buy and (c) compulsive buying, which occurs in the form of repetitive shopping of the consumer due to nerves, tension, distress (Schiffman and Kanuk1997; Solomon et al.1999).
Impulsive and compulsive behavior disorders have been studied in the literature for more than a century in thefields of philosophy, economics, psychiatry, sociology, social psychology, psychoanalytic psychology and marketing (Workman and Paper2010). The main subject of this study is compulsive buying; It is defined as chronic, repetitive and serious buying behavior in response to negative emotions and restlessness. This beha-vior takes time to disrupt the functionality of the person, leads to financial loss and destroys interpersonal relations (Müller et al. 2015). In a meta-analysis including 49 studies, the prevalence of compulsive buying was 4.9% in adult sample, 8.3% in university students, and 16.2% in shopping-specific population. Prevalence was higher in women and young population (Maraz et al.2016).
The most common comorbid conditions in CB are depression and anxiety disorders. Ninety percent of 171 CB patients seeking treatment have been shown to have at least one life-long axis I disorder (Müller et al.2015). In the longitudinal observation study involving 548 participants, it was demonstrated that CB was associated with comorbidity of major depressive disorder and generalized anxiety disorder, and reduced quality of life (Zhang et al.2017).
The CB, which is generally evaluated among impulse-control disorders, is not con-sidered specifically in DSM 5 and is evaluated under the heading of “Unspecified disruptive, impulse-control, and conduct disorders” (American Psychiatric Association
2013). One study showing the relationship between CB and impulsivity is a scale study in which 150 volunteers were included in the study. As a result of this study, impulsivity was evaluated with Barrat Impulsiveness Scale and significant correlations were found between CB and self-control and executive processes subscales (Billieux et al. 2008). In another longitudinal observation study in which individuals were followed from child-hood to adultchild-hood, the comorbidity of impulsivity and CB was found to be related (Zhang et al. 2017). It is thought that impulsivity and compulsivity are dimensional phenomena that are common parts of each other and that the dimensional approach
has an important role in behavioral addictions such as CB, binge eating or internet addiction (Tiego et al.2018).
One of the behavioral addictive patterns defined today is Fear of Missing Out (FoMO). This concept stands out as a new type of addiction which causes individuals to spend quite a long time in social networks because of their fear of not being aware of developments in social networks (Przybylski et al.2013). Increases in internet and social media use increase the number of simultaneous shares and interactions. Young people can spend an important part of their day by sharing information, keeping up with the agenda and updating the situation of other people and institu-tions. On the other hand, FoMO is defined as the widespread concern of the individual being able to have rewarding experiences in social networks (Dossey
2014). In a study of recurrent, cross-sectional and two samples (n = 1554, 1144) in India, social media fatigue and psychological wellbeing relationship were investi-gated; It has been found that FoMO significantly increases the level of depression and anxiety by increasing compulsive social media use significantly (Dhir et al.2018). In another study, FoMO has a negative effect on emotional well-being and personal relationships well-being (Stead and Bibby2017).
In this study, we aimed to investigate the relationship between CB, biological rhythm, impulsivity, and FoMO. As far as we know, our study will be thefirst study to examine the relationship between these parameters. In addition, sociodemographic data, depression, anxiety, stress, and sleep hygiene scores will be controlled in the study.
Method
Participants and procedures
The study was designed as a cross-sectional scale study to examine the relationship between CB, biological rhythm, impulsivity, and FoMO. The study population consists of 493 university students. The data in the research was collected using a package of psychological tools including the personal questionnaire, the Compulsive Buying Scale (CBS), Barratt Impulsiveness Scale (BIS-11), Fear of Missing Out Scale (FoMOs), Morningness–Eveningness Questionnaire (MEQ), Sleep Hygiene Index (SHI), and Depression Anxiety Stress Scale-21 (DASS-21). The personal questionnaire asked about age, gender, coffee and cigarette use, and life satisfaction level. Data were collected in the observation of the researchers in the classes.
University students aged 17 and older were included in the study. Exclusion criteria for the participants were as follows: (a) having any current functional or organic mental disorder; (b) the presence of the psychoactive substance or alcohol abuse or depen-dence; (c) working in shift work. Students were informed before the study and their consent was obtained. To carry out the study, permission was obtained from the Non-Invasive Ethical Committee of Selcuk University, Faculty of Medicine.
Measures
The CBS is a Likert type scale consisting of 12 items in a range of 1 (never) to 5 (always). Developed by Valence et al. and used in many studies (1988). The current version of the scale includes questions about three dimensions. “Tendency to spend” refers to
increased emotional desire and inner status, “reactive aspect” refers to the inability to cope with nervous and to decrease the tension after shopping, and“guilt” refers to the feeling of guilt in the cognitive level after shopping. The validity and reliability study of the scale was performed by Yuncu and Kesebir. Internal consistency of the scale was 0.80 (2014).
The BIS is a self-report 4-point Likert scale used to evaluate impulsivity. It consists of 30 items and has three subscales about attention (carelessness and cognitive disorder), motor (motor impulsivity, impatience) and non-planning (inability to control, intolerance to cognitive confusion) (Patton et al. 1995). More scale total score indicates greater impulsivity level of the participant. The Turkish validity and reliability study of the BIS-11 was performed by Güleç et al. The alpha coefficients of internal consistency were found to be 0.78 in healthy volunteers and 0.81 in patients (2008).
The FoMOs is a 5-point Likert-type and self-report scale developed by Przybylski. Each item in the scale is scored from 1 to 5 points (1 = not at all, 5 = overly correct). Scale scores range from 10 to 50. As the score obtained from the scale increases, the level of FoMO of the individual increases (2013). The validity and reliability study of the Turkish version was conducted by Gokler et al. The Cronbach’s Alpha coefficient was 0.81 (2016).
The MEQ is the most commonly used measure to determine circadian rhythm differences. This 19-item self-report scale is used for screening purposes and yields scores ranging from 16 to 86. Participants who score between 16 and 41 are classified as evening type, who score between 42 and 58 are classified as neither type, and who score between 59 and 86 are classified as morning type (Horne and Östberg1976). The validity and reliability of the Turkish version of the MEQ were performed by Agargun et al. The Cronbach’s α coefficient of this study was α = 0.81 for 19 items and showed good validity and reliability (2007).
The SHI consists of 13 questions and has a 5-point Likert scale (none: 1, rarely: 2, sometimes: 3, often: 4, always: 5). The index aims to evaluate the presence of sleep hygiene by questioning the frequency of sleep behavior of the participant. Scores ranged from 13 to 65, with higher scores indicating poorer sleep hygiene. The sub-stances constituting the SHI are derived from diagnostic criteria for “Inadequate Sleep Hygiene” defined in the International Classification of Sleep Disorders (Mastin et al.
2006). The validity and reliability of the Turkish version were performed by Ozdemir et al. Cronbach’s Alpha value of the SHI is calculated as 0.70 (2015).
The DASS was developed by Lovibond as 42 items and then abbreviated to 21 items. The scale examining depression, anxiety, and stress under three headings contains 7 questions for each title. Participants are asked to mark 4-point Likert-type questions according to the severity and frequency of the symptom mentioned in the sentence. Then, scores are collected for each scale and depression, anxiety, and stress scores are obtained (Henry and Crawford2005). Adaptation study of DASS 21 scale into Turkish has shown that the Turkish form is valid and reliable (Yilmaz et al.2017).
Analyses
All data were evaluated using the SPSS-24 statistical package program. Descriptive analyses were used to determine the sociodemographic characteristics of the sample group. Using one-way analysis of variance, we analyzed differences on scales scores
across chronotypes. We used Bonferroni multiple comparison test in the post hoc analyses. We conducted a hierarchical regression analysis to understand the relation-ships of compulsive buying scores with socio-demographic characteristics (age, gender, tobacco use, caffeine use), BIS-11, MEQ, FoMAs, SHI, life satisfaction, and DASS-21 (depression, anxiety, and stress). The risk values were calculated within a 95% confidence interval. The significance threshold was held at p < 0.05.
Results
The mean age of the participants was 21.7 (SD ± 2.3), ranging between 18 and 36. In addition, 51.7% of the sample were males (n = 255), 45.03% of the sample reported tobacco use, and 79.51% of the sample reported caffeine use. The socio-demographic characteristics of the sample are presented inTable 1.
According to the analysis of variance, morning-type individuals reported significantly lower scores on the CBS, FoMAs, anxiety, and stress than either evening-types or neither-types; whereas the differences between evening-type and neither-type individuals were not significant. Morning-types scored significantly lower scores on the BIS-11 than neither-types; on the other hand, evening-types did not significantly differ from neither-type or morning-neither-type on impulsivity scores. Evening-neither-type individuals revealed the worst sleep hygiene habits and depressive symptoms following by neither-type and morning-type individuals, respectively. Findings are presented inTable 2.
The hierarchical regression model had a significant F value (F(12, 480) = 17.510, p < 0.001) explaining 30.4% of the unique variance of scores on the CBS. Females were at greater risk of compulsive buying (β = 0.25, t = 6.331 p < 0.001). Compulsive buyers reported significantly greater levels of impulsivity (β = 0.12, t = 2.800 p < 0.01), depression (β = 0.16, t = 2.212 p < 0.05), anxiety (β = 0.20, t = 3.249 p = 0.01) and fear of missing out (β = 0.25, t = 6.048 p < 0.001). Evening-type individuals were more likely to reveal compulsive buying behaviors (β = −0.09, t = −1.972 p < 0.05). Findings are presented inTable 3.
Discussion
In this study, we examined the relationship between CB, biological rhythm, impulsivity and FoMO in consumption behaviors of individuals. At the same time, sociodemographic
Table 1.Socio-demographic characteristics.
Age Mean, SD 21.72 2.31
Gender Male n, % 255 51.72%
Female n, % 238 48.28%
Tobacco use n, % 222 45.03%
Number of cigarettes per day Mean, SD 6.32 8.58
Caffeine use n, % 387 79.51%
Coffee consumption per day None n, % 101 20.49%
1 cup n, % 210 42.60% 2 cups n, % 117 23.73% 3 or more cups n, % 65 13.18% Chronotypes Evening-type n, % 144 29.21% Neither-type n, % 284 57.61% Morning-type n, % 65 13.18%
data, depression, anxiety, and stress levels were also controlled. To the best of our knowledge, this is the first study to examine the relationship of CB with FoMO and to investigate the distribution of these parameters according to chronotypes.
With the better recognition of CB, it was thought to show a symptom cluster in the center of the dimensional impulsivity and compulsivity axis (Berlin and Hollander2014). Previous studies have shown correlations between CB and impulsivity, both for correla-tion of scale score and diagnostic comorbidity (Black et al.2012; Zhang et al.2017). Our study showed that increased impulsivity was a risk factor for CB. This suggests the impulsivity dimension of the CB.
FoMO has recently been known as a behavioral addiction that attracts scientists (Dossey 2014). In our study, a highly significant relationship between CBS and FoMOs was demonstrated. Features such as frequent presence in the online environment, follow-up on innovations and the search for rewarding experience are considered to be important common points in the relationship with the CB and FoMO. The compul-sivity variable must be considered in the studies aiming to investigate the FoMO-focused human behaviors hereafter. Conducting studies on the relationship of FoMO with addictions involving compulsivity other than buying would ensure a better
Table 2.Analysis of variance across chronotypes. Morningness eveningness questionnaire Evening-type (n = 144) Neither-type (n = 284) Morning-type (n = 65)
Mean SD Mean SD Mean SD F(2, 490) P η Post Hoc*
Compulsive buying scale 28,60 9,55 27,57 8,59 22,20 7,85 12,579 <0.001 0.049 E = N > M Barratt impulsivity scale 67,89 9,68 68,74 8,64 65,32 8,40 3,903 0.021 0.016 E = N > M Sleep hygiene inventory 35,99 7,93 31,10 6,89 27,00 7,35 39,195 <0.001 0.138 E > N > M
Life satisfaction 2,77 1,02 3,08 0,91 3,37 0,93 10,008 <0.001 0.039 E < N = M
Depression 8,81 4,96 7,38 4,59 5,17 4,77 13,514 <0.001 0.052 E > N > M
Anxiety 6,51 4,28 6,20 4,25 4,66 4,86 4,296 0.014 0.017 E = N > M
Stress 9,08 4,83 8,35 4,75 6,68 4,87 5,617 0.004 0.022 E = N > M
Fear of missing out scale 24,80 7,67 23,89 6,24 20,46 7,23 9,319 <0.001 0.037 E = N > M Morningness eveningness
questionnaire
35,29 5,30 49,75 4,75 63,12 3,47 850,551 <0.001 0.776 E < N < M *Post hoc comparisons were carried out using the Bonferroni multiple comparison tests (p < 0.05)
Table 3.Hierarchical regression analysis on compulsive buying scores.
β t P
Age 0.05 1.422 0.156
Gender 0.25 6.331 <0.001
Tobacco use 0.03 0.717 0.474
Caffeine use 0.04 1.152 0.250
Barratt impulsivity scale 0.12 2.800 0.005
Sleep hygiene inventory 0.08 1.794 0.073
Life satisfaction 0.04 1.061 0.289
Depression 0.16 2.212 0.027
Anxiety 0.20 3.249 0.001
Stress −0.13 −1.806 0.072
Fear of missing out scale 0.25 6.048 <0.001
Morningness eveningness questionnaire −0.09 −1.972 0.049
Note.β = standardized beta coefficient. Significant P values are boldfaced. Gender: 0 = Male, 1 = Female.
understanding of FoMO. Conducting studies aiming to explain the buying motivations in the relationship of CB with FoMO would also contribute to the literature.
In biological rhythm studies, there is an increasing number of findings about the relationship between circadian preferences and psychiatric symptoms and disorders. Morning-type individuals had higher sleep quality and sleep hygiene had less anxiety and depression symptoms and the morning-type was found to be more protective in terms of impulsivity and behavioral addictions. (Kivelä et al.2018). In our study, it was found that morning-type individuals had more sleep hygiene and life satisfaction and anxiety, depression, stress, and impulsivity scores were found to be significantly lower than evening-type individuals. In addition, morning-type individuals had statistically significantly lower CB and FoMO scores. In the regression analysis, there was a significant negative correlation between the MEQ score and the CBS scores, which supported the decrease of CB when the MEQ scores shifted to morning-type.
Studies showed that anxiety and depression were the most common comorbid disorders with CB and comorbidity rate of 60% (Mueller et al. 2010). In our study, a statistically significant relationship was found between CBS scores and anxiety and depression scores. In a more than 30-year observation study, CB was found to disrupt the quality of life, however, in our study, there was no relationship between CBS scores and life satisfaction (Zhang et al.2017). This may be due to the fact that the sample of our study consisted of healthy volunteers and studies the cross-sectional nature of the study. On the other hand, our study sample is the profile of a generation born into the digital world by its nature and performing its life practices within this nature. It may be thought that the fear of missing out and the compulsivity in their consumption may have normalized within the lives of the individuals experiencing this.
The first of the few limitations of the study; our study was designed on healthy volunteers and consisted of only university students. Second, the study was designed cross-sectionally. These factors may make the generalization of the findings difficult. Finally, no psychiatric interviews were performed in the study and analyzes were made on the scales scores. Long-term observation studies in the clinical population may strengthen ourfindings.
In conclusion, the most important finding of the study is to determine that FoMO scores are a significant risk factor for CB. The second important finding is that the morning-type circadian preference may be protective for CB and FoMO. In addition, as the CBS scores increased, the impulsivity, anxiety and depression scores increased significantly. For CB to be included in the classification systems, it needs to be recog-nized in all its aspects. This study presented important and pioneeringfindings related to CB. Moreover, the results suggest that circadian preferences and chronobiological approach may be important in the treatment approaches of CB and FoMO. In the interdisciplinary approach, the highly significant relationship between CB and FoMO scores points to an approach that is being developed in thefield of marketing. FoMO is used as an impulsive tool in marketing and communication activities aimed at increasing the buying behavior of consumers in online platforms. Especially in social networks, marketing and communication applications designed with impulsive messages towards consumers’ FoMO can be thought to play a role in triggering compulsive buying behavior.
Disclosure statement
No potential conflict of interest was reported by the authors.
ORCID
Ali Kandeger http://orcid.org/0000-0001-6940-0940
Murat Boysan http://orcid.org/0000-0001-6244-8378
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