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IS MATERIALISIM EXIST IN JOINT FAMILY & EXPLORING THE
RELATIONSHIP BETWEEN COMPULSIVE BUYING AND JOINT
FAMILY SYSTEM WITH RESPECT OF MATERIALISM IN PAKISTAN
Isma nizam, Faiza Iqbal, Ambreen kazmi, kahkashan Sekhawat, Zartasha shoukat
Hailey College of banking and finance, un!ab "ni#ersity
$%thA&ril, '($)
ABSTRACT:The purpose of this qualitative research study is to explore that is
materialism exist in joint family system and relationship between CB and joint
family system with respect to materialism. The analysis and findings of this
established certain core themes. The themes emerged in the areas of materialism
in joint family and its relation with CB. Interview is conducted to member ofdifferent joint family system of Paistan. The character of this research is cross!
sectional and co!relational. "ata is collected via interviews and sample si#e is $
members. The overall finding in this research study is that joint family system
provoe materialism in a sense of competitiveness. %owever& the responses
revealed negative relationship between compulsive buying and joint family
system with respect of materialism.
Keywords:'aterialism& Compulsive
buying (CB)& joint
family system&
qualitative.
Introduction:
Compulsive buying is widely recogni#ed nowa day. Compulsive buying is characteri#ed by
excessive shopping cognitions and buying
behavior that leads to distress or impairment.
The problem has been described as early as
*$*+ by ,raepelin and *$- by Bleuleras a
mental disorder& referred to as monomania&
buying mania& compulsive consumption&
compulsive shopping and addictive./Compulsive buying is characteri#ed by
excessive& uncontrollable& repetitive and time!
consuming shopping in response to negative
situations and mood states0 (1aber and
234uinn& *$$-5 'c6lroy& ,ec& Pope& 7mith
and 7taowsi& *$$). In western culture many
studies have been made to discuss these
phenomena. %owever in 8sia it is not as
widely discuss as in 9est. 8s many product3s
maret has been extended from 9est to 6ast&
:ow it3s a need of hour to understand the
habits of consumers. The one major and
important factor which is positively related
with compulsive buying is materialism as
previous researchers have showed. 8s whole
Paistani society is extremist and rigid. The
sense of being occupy something is
prevailing in Paistan3s society. %ence the
roots of materialism strongly pave in
Paistani people. .0'aterialism is commonlytreated as bad impression on people. The
people who belong to materialism are not
happy (;ichins and "awson& *$$-).Paistani
societies emphasi#es materialism&
compulsive shopping is frequently
overlooed as a problem& often even treated
as a joe. 8ccording to 9ilson (*$$$) the
parents are the main source for transferring
the materialism to their children and also
friends and brand increase materialism.
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>?)
Consumer buying occurs in response to
negative emotions and results in a
decrease in the intensity of the negative
emotions"itmar
(->>)
The impulse to buy is experienced as
irresistible& individuals lose control
over their buying behavior& and they
continue with excessive buying despite
adverse consequences in their personal&
social& or occupational lives& and
financial debt
Billieux et al.
(->>@)
CB is uncontrolled and excessive
purchases leading to personal and
family distress
'oreover& most families also live in joint family
system in Paistan. This type of family structure
characteri#ed by living many descendants3 family
together with their parents which sometime causes
to distress& raising of sense of competitiveness and
showy attitude. In this way& joint family structure
can adversely affect the social norms of societypeople. 8ccording to a research in world health
report ->>*& massive mind distress problem occur
due to joint family system and joint family system
plays a role in the development of materialism.
Consequently& the main objectives of the study is
exploring the relationship of compulsive buying
and joint family system with respect of
materialism =is materialism exit in joint family
system. 9e first review the literature and developa conceptual model. :ext& we describe the
research method. 1inally& the study findings are
presented and managerial and research
implication are discussed.
1. #iterature reiew:
In this part of paper we had reviewed the previous
literature on compulsive buying behavior. 9e will
discuss the structure of family system in Paistani
culture and focused upon the most prevailingliving style in Paistani families i.e.& joint family
system. This discussion is then used to explore the
relation between compulsive buying behavior and
joint family structure and develop a specific
research question.
*.*.Compulsive buying5
Compulsive buying behavior has been an
important area of study in consumer science.%owever& the problem has been described as early
as *$*+ by ,raepelin and *$- by Bleuler.
;esearch on the phenomenon of compulsive
buying was presented into the consumer behavior
literature by 1aber et al. (*$@A) and other wors
have extended those first findings (1aber and
24uinn& *$@@5 24uinn and 1aber& *$@@5 alence
et al.& *$@@5 d8stous and Tremblay& *$@$).8t first
it was described as repetitive buying behavior.
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'aterialism motivate too much buying for bridging
the gap between actual self and desired self!image
("ittmar& ->>+5 Duoquab& Easin& = Banu& ->*?5
;oberts = Fones& ->>*5 Gu& ->>@).It is a multi!
dimension concept which also includes the sense of
addictiveness. In addition& Consumption pattern
depends upon the inborn addict properties of thesubstance plus the social environment and family of
individual when they build their first consumption
decision (Bose and 'aris& ->*>).In this way&
materialism positively relates with compulsive buying.
The participant who have low social instability they
have high level of materialism than those who have
high social norms. In addition& the joint family system
encourages a sense of competitiveness among people
so in this way it can also lead towards materialism.$. Researc" %uestion:
"ittmar (->>) suggested that compulsive buyers tend
to subscribe to materialistic values such that their
identity and self!esteem are dependent upon the
amount and type of material possessions in their life.
8s a result& materialistic individuals see the acquisition
of material goods as the primary way of attaining
success& happiness& and a sense of identity (;ichins&
*$$5 ->>). "ittmar suggested that materialisticindividuals who have low self!esteem and see
themselves as not meeting up to their ideal identity
would consequently be more liely to engage in
compulsive buying. 7everal studies have found a
relationship between materialism and compulsive
buying (e.g.& "ean& Carroll& = Eang& ->>A5 4oldberg&
4orn& Peracchio& =Bamossy& ->>?5 %anley =
9ilhelm& *$$-).
RQ1H is materialism exit in joint family system
R%$: Is there a relationship between joint family
system with respect to materialism and compulsive
buying.
&. Researc" 'et"odolo!y:
?.*. The Theoretical 1rameworH
1igure * below shows the theoretical framewor for
this study which was drawn from a broad research
which lins joint family system with respect to
materialism and compulsive buying
9illiam
=
4risham.
(->**)
CB is an act of buying unnecessary
products to cope up with aversive events
and negative emotional states.
,ellete =
"avis
(->*-)
Compulsive buying carries a
compensatory component an act of
buying to counter balance other unmet
needs and desires.
*.-. Foint family systemH
1ord (*$$) defined family as any living
arrangement of two or more people who have child
also. Foint family system is describe as type of
extended family composed of parents& their
children& and the children3s spouses and offspring in
one household (1ord *$$). The joint familyJwas
one in which all sons remained with or near their
parents upon reaching adulthood& and wored
together on the family farm. (7ilver *$@-H-+$).
Joint familiesare multigenerational families with
two or more married children.;uggles (->>$). In
previous researches it is obvious that family
structure affects a person3s mental habits. %owever&
it is a common phenomenon that family disorder
more affects women rather than men. 8 person who
is living among more people has to maintain more
self!control and if he fails to do so he becomes a
preyof anxiety and disturbance. 8s 1amily support
has a greater effect on happiness (:orth et al. ->>@5
"elle 1ave et al. ->*>)& and emotional support has
been found to buffer life satisfaction in the face of
traumatic periods (:orth et al. ->>@5 %su ->*>).
Therefore& we have made our focus in exploringthe
relationship between joint family system and
compulsive buying attitude which is characteri#edby negative feelings and less self!control.
*.?. 'aterialismH
'aterialistic people tend to improve their self!
image through too and continuous buying regardless
of their need. /'aterialism refers to giving the
utmost importance to acquisition and display of
wealth and least to spiritual aspects (Bel&
*$@+).0'aterialistic have inverse relationship with
satisfaction and self!image (;ichins = "awson&*$$-).
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3057610/#R46http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3057610/#R46 -
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With respect to materialism and compulsive
buying.
&.$. (perational Definitions
Compulsie buyin!:/Compulsive buying is
characteri#ed by excessive& uncontrollable& repetitive
and time!consuming shopping in response to negative
situations and mood states0 (1aber and 234uinn&
*$$-5 'c6lroy& ,ec& Pope& 7mith and 7taowsi&
*$$).
)oint family system:/joint family system is describe
as type of extended family composed of parents& theirchildren& and the children3s spouses and offspring in
one household (1ord *$$).0
'aterialism:/'aterialism motivate too much buying
for bridging the gap between actual self and desired
self!image ("ittmar& ->>+5 Duoquab& Easin& = Banu&
->*?5 ;oberts = Fones& ->>*5 Gu& ->>@)0
&.&. *opulation+ Sample and *rocedure:
Participants in the study consisted of age -+!?+&
member of joint family system in Paistan.
&.,. Data collection met"od:
7ome interviews were conducted based upon a
comprehensive review of related literature. The
questions were developed based on literature
review.
In!depth interviews are a powerful
technique for exploring the participants
perspective in an open ended manner. ;esponses
are often probed for clarification to understand
the participants perspective. :on!directive probes
(such as /can you tell me more about thatK0 or
/what exactly do you mean by thatK0) are often
used to avoid leading the participants. The
characteristics of respondents are as followingH
There were slightly more female than male
respondents and 'ajority of the respondents were
aged -- to -+ year
,. Result-indin!s
Based on the interview results& some interesting
information becomes apparent. 8s indicated
through our research questions& we hoped to
identify some possible consequences consumers
consider to indulge in materialism while living in a
joint family system. 7ome respondents reportedthey leads towards materialism because of showy
attitude which appears in one3s personality due to
competitiveness and give them importance in
society.
If I have something which others do not have I
will definitely show it because everyone is in a
sense of comparison now a day (single female 21)
If someone near to me have something then why I
dont have it If will able to get it I will definitely
show off it (single male 22)
'oreover& many of us respondent are against in
showing off something you have.
If I have something ordinary then it is not re!uired
to show it off" #eople will see it by their selves
(single female 22)
$he people who show off their wealth do wrong
(single female 21)
:early ??.??L people relate materialism with
showy attitude while MM.MAL are against of this
showy attitude.
7everal respondents relate joint family system with
sharing which often leads towards competitiveness
which may be termed as showy attitude.
%eah""&any times 'oint family system leads you
towards competitiveness when "you feel other
family is better than your ( single female 22)
efinitely umm when you live among many
people a sense to loo* better than him develop in
you automatically (single male 21)
In addition to this& many of our respondents (A>L)
are of view that only money is not a way to groom
their selves& although joint family system provoes
competitiveness but only through shopping
compulsively is not a good job.
/oint family
system
Compulsie
buyin!
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+e are living in a society in which we can stand"
,o we should not e-ploit money 'ust in groom
ourselves in loo*s (single female 2.)
I will not spend more money 'ust to compete
someone "smile because I dont have money
right now if I will have it may be I /ll do (single
female 22)
/,elf image is not even related with shopping
attitude or to buy e-cessively (single female 2.)
2nly a few our respondents (--L) who live in
joint family system are of view that it usually
causes some negativity in them while remaining
are of view that joint family system overall creates
a feeling of sharing or competitiveness which
cannot be translated into negative feelings.
yes"" ,ometimes 'oint family system creates
negative feeling li*e when any event comes you
have to bear many thingbut overall it is a good
system which normally leads towards
positivity(single female22)
$he ma'or thing which develop in my personality
while living in 'oint family system is tolerance
umm many times it leads me towards
competitiveness but in positive wayif depression
occur due to failure to achieve something by which
you compete then it is for a time being (single
male 2.)
%ence concerning with compulsive buying& the
tendency of people who are indulge in compulsive
buying while living in joint family system is low.
+hen I have some depression or an-iety due to
family problems0 I go outside but hardly go for
compulsive buying as it depends upon if I have
money or not (single male2.)
If I have any an-iety or comple- due to 'oint
family pressure then I ma*e busy myself in
reading0 watching $"I go for shopping on for
those things which I li*e not 'ust because of
competitiveness or to less depression (single
female 21)
9hile uncovering more about materialism& we
have discovered that joint family system does not
provoe compulsive buying just to get importance
by occupying wealth.
2nly ??.??L respondents said they will go
materialism in joint family system but not always
for compulsive buying due to materialism. 9hile
remaining are of view that compulsive buying do
not mae their selves more important.
/+hile living in 'oint family system a person may
go for compulsive buying to compete someone buthe will not go for materialism
#eople go for buying something they dont have
to compete with someone but they should not" or
me it depends upon !uality of thing and of course
with my capacity to buying that one3
8t the end& we discovered from our respondents
that only competitiveness or negativity are not the
causes of buying something. :early more than
+>L of our respondents are of view that the major
factor is money they have and someone reported
that quality and taste is superior rather than
competitiveness.
I will buy only those things of which !uality is
goodI have never go for shopping to get rid
from an-iety or any negativity due to 'oint family
system
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9hile taling about compulsive buying and
materialism& many earlier researches show
that there in a strong positive relation between
them. But while in discovering the role of
materialism between joint family system and
compulsive buying we have revealed that joint
family system causes many times sense of
materialism but it does not lead towards
compulsive buying as CB is characteri#ed by
negative feelings or anxiety or as depression&
but by and large joint family system does not
produce such type of negative feelings in
Paistani culture. %owever& many other things
ma leads ou towards CB throu h
0. Discussion
9e still have a lot to uncover about compulsive
buying behavior and its consequences. %owever&
our limited sample and the apparent financial
limitations of college students prevented us from
uncovering more consequences. 8s money
becomes less of an issue more variedconsequences may emerge. The qualitative
findings demonstrated the positive relation
between materialism and joint family& but it also
showed a negative relation between joint family
system and compulsive buying via materialism.
. #imitation 2 uture Researc"
This study was limited to one city *-).oes
personality affect compulsive buying 4n
application of the 5ig ive personality model.
I:T6C% 2pen 8ccess Publisher.
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Compulsive Buying Behavior 8mong Eoung
'alaysian Consumers. +orld 6eview of
5usiness 6esearch& 2(?)& **!*+.
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7aifullah& ,. (->*-). The effect of personality
on impulsive and compulsive buying
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&anagement& 7(M)& -*@A.
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4frican Journal of 5usiness &anagement&
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*A!*+A.
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