is materialisim exist in joint family (1)

7/26/2019 Is Materialisim Exist in Joint Family (1)

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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

behaviors.4frican Journal of 5usiness

&anagement& 7(M)& -*@A.

;asool& 7.& ,iyani& 8.& ,han ,hatta& F.& =

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7/8

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8/8

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is materialisim exist in joint family (1)

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