Oniomania or compulsive buying is a study of deviant buying habits, and looks at our interaction with consumerist society. Our habits are shaped by both environment and genes. Addiction then, specifically compulsive buying is influenced by our biological and psychodynamic makeup, our social interactions, and even the economy of the country we are born in. Through examining theories from Freud, Mead, and Goffman we gain clearer insight into these influences and from this platform can make more informed choices about treatment options for this addiction.
Oniomania: A Sociological Approach
Examining the role of culture and socialization in addiction
What is Sociology?
Sociology broadly speaking is the study of societies, but also how we are affected as individuals (Macionis & Plummer, 2012) human interaction and the study of this interaction is at the heart of sociology. (Plummer, 2010, p. 20)
Shaping
Much of what we do is shaped by our culture, environment, the social interactions, and genetic dispositions we have. No one single factor can be pinpointed as determining who we are. It is a balance. This is supported by Plummer when he states Both environment and genes play significant roles in the shaping of human lives. It is true that different researchers and disciplines will inevitably emphasize different aspects; but most will now agree that the interaction between the two is a crucial matter. (2010, p. 21)
The role of culture and social interaction in shaping who we are is complex and interwoven, Studies have been conducted on people who have been deprived of one or the other such as feral children (Macionis & Plummer, 2012, p. 210) and the results show deprivation has devastating effects.
Addiction
Given this premise I have chosen to contextualize the role of interactional, cultural, and ecological forces by deconstructing how these roles affect addiction, Addiction research has been around since mid last century and coincided with industrial capitalism and consumer culture. (Kemp, 2012)
Oniomania
Due to its fundamental sociological basis I will be examining consumerism specifically Oniomania, the mania of buying. Oniomania was first coined by Kraepelin 1915 (Lee & Mysyk, 2004) and is the technical term for what is often called compulsive buying, shopping addiction or debting. Shopping addiction has a core social element (Sherhorn, Reisch, & Raab, 1990), DeSarbo and Edwards (1996) posit that compulsive buyers generally fit into two categories, one being driven by materialism and the other by internal feelings.
- I. Mueller (2011) & Black (2007) define Oniomania is characterized by shopping and purchasing behavior that results in marked distress and causes interpersonal and financial difficulties.
- II. It is also described as an inability to shop or buy normally (O’Guinn & Faber, 1989)
- III. Sherhorn, Reisch, & Raab, (1990) go further and say it is caused by society and widespread, while Elliott, (1994) labels addictive consumption as a desperate search for meaning in a disintegrating social order,
These three definitions illustrate the roles of self in the context of addiction and society.
- Interactional influences
In the first definition the focus is on self and interpersonal factors such as thoughts, feelings, perceptions and judgments, these may be a factor of biological urges, upbringing, or psychodynamic forces. In this definition we see how the makeup of our person has a direct influence on our experiences.
- Cultural influences
The second definition by contrast is interactional and has nothing at all to with psychodynamic urges or biological drives. The context is cultural, social and interactional, what may be appropriate buying habits in South East Asia, may not be the same in Italy. In this definition we see how social interaction and identity drive us.
- Ecological Influences:
The third definition is contextual and highlights the landscape of the times we live in that shape not just who we are but who our grandchildren will be. The difference between first world and third world lifestyles, and what society rewards as success. In this definition we can see how we are influenced by the goals and attitudes of not just other individuals but whole countries, races and world definitions.
Freud
Freud believes that we are driven by psychological urges and biological desires. The life and death instinct. These instincts are controlled and influenced by society, according to Freud’s theory of personality, addiction could be seen as the action of the [id] (Macionis & Plummer, 2012). O’Guinn & Faber, (1989) support this latter premise suggesting that compulsive buying acts as a primary response to negative feelings.
If we see addiction as the immediate demand for satisfaction and an inability to delay gratification, then any frustration in our social world may be the trigger for a bout of deviant behavior. (Baldridge, 1986). This is certainly true of SMS addiction may be triggered when a person fails to receive an immediate response and features poor human relationships, loneliness, and low self esteem (Hassanzadeh & Beydokht, 2012). Researchers view compulsive buying as fitting in a spectrum of addictions including drugs, alcohol, sex, and workaholism (O’Guinn & Faber, 1989).
If as Freud suggests we are stuck in our [id]then compulsive buying could be seen as a psychodynamic disease relating to the forces inside a person that cause them to adopt behaviors that are at best inconvenient and at worst incompatible with normal functioning.
George Mead
George Mead sees the individual in the context of a social being inseparable from the interactions that shape them, rejecting biological urges and psychodynamic drives (Macionis & Plummer, 2012). Plummer makes the following point:
Sociology then examines all things social – the wide range of connections that people make with each other. It encourages a way of thinking that sees that the air we breathe as social: ‘the social’ is everywhere. We are always linked to others, so the wider whole is always greater than the part. Typically, we search for underlying patterns in these relations, examine the meanings that people give to their lives in cultures, and see all of this as flowing in a constant and perpetual stream of social actions. (2010, p.24)
According to Mead we are reflexive and respond to our environment, behaviors can be learnt, or modified. This is supported by Rose, (2007) who states that compulsive buying is essentially a self regulatory problem. Compulsive behavior according to researchers involves repetitive and ritualistic behaviors related to fear and anxiety (Lefrancois, 1974).
The question is, does compulsive buying or deviant behavior relate to a frustration between the perception of self and the reality of self. This may be what Baldridge is hinting at in his book Sociology: A Critical Approach To Power, Conflict, and Change (1986). When he says that deviation results when society sets a goal but gives no instruction on how to achieve it’. Baldridge goes further and states that deviancy is simply learnt behavior. If as Baldridge states self identity is formed based on what others perceive and expect then certainly social interaction appears to have a clear influence on our behaviors,
Erving Goffman
Goffman sees individuals as both the actor and audience in the drama of life, presenting impressions of self based on self concept and identity. Goffman suggests that we idealize our intentions and that what we do reflects ideal social standards (Macionis & Plummer, 2012). Could this be a key in understanding Compulsive Buying?
(Kemp, 2012) states that in western society culturally we have moved from a work ethic to a production ethic to a consumption ethic. Back (2012) provides the following illustration, as individuals become more socioeconomically mobile, the experience and shaping influence of class remain integral to social identity as this is articulated at both the individual and collective levels. (Back, et al., 2012)
d’Astous, (1990) states that compulsive buying can be viewed as an excessive response to an essentially normal behavior or drive. Researchers point to the media, access to enabling devices (credit cards) and a culture of capitalism which prizes consumption (Lee & Mysyk, 2004). For example Back et al. states:
people producing popular brand labels in factories in economically exploited developing countries invariably are producing goods for the construction and signification of identities and lifestyles that they themselves are unable to embody and live on a daily basis. In the system of global capitalism, one could speak broadly of classes and bodies of production servicing the consumption and identities of others. (2012, p. 93)
Lee & Mysyk, (2004) go further stating that not only are consumers penalized socially when they deviate from social norms, but this is done in a hypocritical and sanctioned manner, citing the example of the 1980 fiscal crisis and the governments irresponsible economic response. From this point of view is Oniomania simply a response to a consumerist society. If this is the case then the compulsive buyer needs to learn a new way to live in society.
Conclusion
In understanding Compulsive buying, and indeed ourselves we can see that people are shaped by culture, environment, social interactions, and genetic dispositions . Within the context of compulsive buying we can look at the medical model provided by Freud, the interactional model provided by mead, or even the dramaturgical model given by Goffman. These three models may be summed up as what we think, say and do. In treating compulsive buying it is likely based on the research above that a combination approach is necessary as there appear to be many different factors influencing buying habits the key then to choosing an effective treatment option may lie in the development of a diagnostic tool to plot the core concepts discussed in this article of delayed gratification, self regulation, negative thoughts, and materialism on a spectrum. In conclusion in examining our habits and addictions we are examining ourselves.
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Bachelor of Psychology 