Mississippi State University
Lueg, Ponder Nicole
Date of Degree
Dissertation - Open Access
Doctor of Philosophy
College of Business and Industry
Department of Marketing, Quantitative Analysis and Business Law
Due to societal and economic costs caused by compulsive consumption behavior, specifically problem drinking and overeating, a search has been launched for a cognitive explanation for the ‘deviant’ behaviors and the motivations that cause these behaviors to continue. This dissertation attempted to develop a better understanding of continued compulsive consumption behavior by investigating consumers’ use of the techniques of neutralization theory. Based on methodological concerns in neutralization research, the development of reliable and valid measures of the five techniques of neutralization theory were described and used to examine their moderation of compulsive consumption behavior and its relationship with social norm commitment and guilt. The dissertation resulted in developing four reliable and valid neutralization technique scales. The results of the structural model suggested a negative relationship between social norms and compulsive consumption behavior and a multiple regression indicated a partial moderation of certain neutralization techniques of this relationship. This dissertation has provided a better understanding of the cognitive process surrounding a consumer’s compulsive consumption behavior, the techniques used to allow the behavior to continue, and marketing applications to entice consumers to stop the behavior.
Barnes, Collin Z., "An Investigation Into The Techniques Of Neutralization Theory And Their Effects On Compulsive Consumption Behavior" (2007). Theses and Dissertations. 571.