Journeys of a shopaholic, discussions about compulsiveness during the consumer journey

Resumo

Compulsiveness is a topic that has been extensively discussed in the literature since the 1980s and it has been the main topic of discussion of hundreds of different articles in different areas such as Marketing, Psychology, Sociology, amongst others. Most discussions, however, are focused on the decision and the act of purchase. When applying the consumer journey framework to analyze how the discussion on compulsiveness has developed throughout the consumption journey, it is possible to perceive areas where few studies have been developed and, based on this analysis, propose an agenda for future studies on compulsiveness, considering the complete consumer journey. Our analysis showcases that post-purchase activity such as binge-watching, and compulsive use of social media are areas in need of further research about compulsiveness.