The ―Dark Side of Shopping – Materialism as a Driving Force in Deviant Consumer Behaviour
The ―Dark Side of Shopping – Materialism as a Driving Force in Deviant Consumer Behaviour

Summary/Abstract: This paper addressed the question of materialism from two perspectives: as a significant effect of advertising and a positive predictor of deviant consumer behaviour, focus on compulsive buying. A comprehensive understanding of the relationships between advertising, materialism and potential negative consumer behaviour is appropriate for the consumer culture that our times are facing. A conceptual framework was proposed in this regard, in which deviant consumer behaviour is positively related to materialism as a negative effect of advertising. Further research is needed to test the model and to deeply analyse the relationships between these constructs.

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