Background:

The present paper focuses on compulsive buying, outlining the need to tackle this phenomenon using a social marketing approach, for the wellbeing of the affected individuals, their families and contacts, and for the health of our society at large.

Focus of the Article:

This conceptual development article is centered on behavior change and social marketing strategies that can address compulsive buying.

Research Questions:

How can social marketers help in curbing compulsive buying? What conceptual components and practical guidelines can be used in marketing programs for addressing compulsive shopping?

Program Design/Approach:

The platform developed herein outlines segmentation, targeting, product, price, place and promotional strategies recommended based on theoretical elements across disciplines.

Importance to the Social Marketing Field:

To date, compulsive buying has largely been ignored in the social marketing field, despite its relevance and prevalence. This paper provides a framework that can be employed in developing social marketing programs.

Method:

The proposed platform was created by bridging the literatures on compulsive buying and social marketing, identifying useful theoretical elements (e.g., the potential of the Thranstheoretical model), adapting and customizing these elements to provide actionable insights for intervention programs. The toolkit used for tackling other addictions was taken into account and integrated into the current development.

Future Research:

This paper offers an initial framework for social marketing efforts aimed at compulsive buying. It hopes to inspire significantly more work in this area to explore the potential of other theories and approaches to foster behavioral change for the better.

中文翻译：

---

使用社交营销应对强迫性购买

背景：

本文着重于强迫性购买，概述了使用社会营销方法应对这种现象的必要性，对受影响个人，其家庭和人际关系的福祉以及对整个社会的健康的需求。

文章重点：

这篇概念性开发文章的重点是行为改变和可以解决强迫购买的社会营销策略。

研究问题：

社交营销人员如何帮助遏制强迫性购买？营销计划中可以使用哪些概念性成分和实践准则来解决强迫性购物？

程序设计/方法：

本文开发的平台概述了基于跨学科的理论要素推荐的细分，目标，产品，价格，位置和促销策略。

对社会营销领域的重要性：

迄今为止，尽管强迫性购买具有相关性和普遍性，但在社会营销领域已被很大程度上忽略。本文提供了可用于开发社会营销计划的框架。

方法：

通过将有关强迫性购买和社会营销的文献衔接起来，确定有用的理论要素（例如，“理论发展”模型的潜力），对这些要素进行改编和定制以为干预计划提供可操作的见解，从而创建了该平台。考虑了用于解决其他成瘾问题的工具包，并将其集成到当前的开发中。

未来研究：

本文为针对强迫购买的社会营销工作提供了一个初始框架。它希望能在这一领域中激发更多的工作，以探索其他理论和方法的潜力，以促进行为改变。