Customers compelled to purchase : How they differ from “non-compulsive” buyers

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The findings reveal several interesting differences between compulsive buyers and non-compulsive buyers. The latter seem to appreciate and focus mainly on functional benefits of branded products and avoid buying unbranded products, whereas compulsive buyers value emotional and social benefits but often decide to buy “more and cheaper” items to achieve variety in their purchases. Non-compulsive buyers develop brand trust in, attachment to and higher willingness to pay for their favorite brand than for other brands, whereas compulsive buyers even struggle to name a favorite brand. Furthermore, compulsive buyers engage in more brand switching than non-compulsive buyers. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.