Effects of disvalues and negative traits on compulsive shopping behaviour

This study investigates how disvalues – socially negative inclinations of the personality opposed to one’s values – and negative traits – a tendency to be insensitive, egotistic, and malevolent in interpersonal relationships – can affect consumer behavior. Operationalized by the Seven Deadly Sins (i.e., Envy, Gluttony, Greed, Lust, Pride, Sloth, and Wrath) and by the three dimensions of the Dark Triad (i.e., Machiavellianism, Narcissism, and Psychopathy), respectively, their effects on Compulsive Shopping Behaviour – an uncontrollable, repetitive and chronic impulse to buy any kind of good, ignoring the consequences – have been evaluated. Results of a structural equation model show a significant positive influence of Pride, Wrath, and Envy –as regards disvalues – and Psychopathy – as regards negative traits – on Compulsive Shopping. The most significant theoretical and managerial implications relate mainly to the definition of the constructs of disvalue and negative traits and their consideration as possible predictors of consumer behavior.