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Compulsive comorbidity and its psychological antecedents: a cross‐cultural comparison between the US and South Korea

Hyokjin Kwak (Department of Marketing, LeBow College of Business, Drexel University, Philadelphia, USA)
George M. Zinkhan (Coca‐Cola Company Professor of Marketing, Department of Marketing, Terry College of Business, University of Georgia, Georgia, USA)
Elizabeth P. Lester Roushanzamir (Department of Advertising, Grady College of Journalism and Mass Communication, The University of Georgia, Georgia, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 October 2004

Abstract

Compulsion to buy is an important but neglected aspect of consumer behavior. This research uses cross‐cultural data from the USA and South Korea to study compulsive consumption behavior by focusing on individual factors. Three compulsive consumption behaviors (i.e. compulsive buying, compulsive substance abuse, and compulsive gambling/lottery play) are analyzed via structural equation modeling. The findings reveal that comorbidity (i.e. coexistence of more than two related compulsive consumption behaviors) is found in both countries. With one exception, the predicted personality traits (i.e. obsessive thoughts, risk‐taking tendencies) are significantly related to compulsive consumption behaviors in both countries.

Keywords

Citation

Kwak, H., Zinkhan, G.M. and Lester Roushanzamir, E.P. (2004), "Compulsive comorbidity and its psychological antecedents: a cross‐cultural comparison between the US and South Korea", Journal of Consumer Marketing, Vol. 21 No. 6, pp. 418-434. https://doi.org/10.1108/07363760410558681

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited