Money disorders and social marketing: Comparative analysis of hoarders and compulsive buyers

Financial consumer disorders are numerous but still little known. This paper identifies these disorders and types of actions to prevent them or to help consumers change their behavior. It then presents a comparative study on the psychological profiles of compulsive buyers and compulsive savers. Its originality is to consider simultaneously the consumer's financial selfefficacy, delayed gratification and two materialistic values (success, happiness). On the one hand, it reveals that the two types of consumers have a strong sense of financial self-efficacy and, on the other hand, if they share the materialistic value of "success", but not the value of "happiness". It confirms that compulsive buyers prefer immediate gratification while compulsive savers are able to resist to delay reward. These results lead to recommendations for social marketing communications to prevent or to treat consumer money disorders.