A Purchase Addicted Company

A purchase addicted company

Any normal activity perceived as pleasurable is able to become an addictive behavior, taking into account that it is not necessary to be a millionaire to fall into any type of addiction. Valerio (2010) defines that, compulsive and unplanned purchases, of articles that he does not need, for an amount that exceeds his economic possibilities and leads him to borrow, or with the aim of improving his self – esteem through the products he has acquired. Those could be broadly.

In my opinion, addiction to brands and purchases is something that consumes consumer society, we do not learn to differentiate what is necessary from the excessive, thinking in a critical way without being influenced by our circle of friends, family and networks social. The latter mentioned are participants in bombing that we tolerate daily about the facilities that are given to acquire any product, especially aiming towards a special brand, making us want to appear and impress society.

As Valerio (2010) indicates ‘the younger generations are increasingly consumerist than their predecessors. No one over 65 has purchase addiction problems; While 16-17 year olds have already grown educated in consumption, without any sense of risk ’. These generations do not perceive addiction as such, but they take it as an increase in self – esteem, feeling valued by the brand they choose more than for what they are actually as a person, leaving aside their economic possibilities.

Today everything is within our reach, both shopping centers and online stores, we are practically a single click to buy, causing many times to get out of hand, as indicated by López Vallejo (2018) “The Purchase addiction is a difficult pathology to detect as such because we live in a society where consumption is considered normal and depends a lot on the economy of each."Although I differ at the end of the author’s phrase because when a person becomes addicted, he does not care what he has to do in order to achieve it, and I can affirm that the economy is not taken as an obstacle to satisfying the anxiety of purchase, mentioning that currently in Guatemala, loans are acquired in an easy and fast way.

I consider that more than addiction in purchases or brands is the marketing commitment managing Those who acquire it will feel the same, ceasing to be unique people, capable of fully living their reality since they can fall into financial complications, a disorder in their home for acquiring unnecessary things more than just for history on Instagram, Facebook and other applications of social networks.

Fernández Montalvo & López Goñi (2010) express that purchase addicts feel stimulated by the pure pleasure of buying, getting the credit card and feeling the excite The dependents. What puts up this excitation is offers, shop windows, release something new, among others. The feeling of self – esteem and power is satisfied with this behavior. However, there is a loss of appreciation for the products once bought.

I understand that people do not see excessive purchases as a problem, because regularly no one has an exact control of their purchases, unless it is an administrator. I think that these attitudes tend to occur in single people because at first glance they have no responsibilities as great as children, who can cause us to reflect every action to do.

According to a New York Times article: after six to eight hours of not having access to the network, also known as dream, people are increasingly waking up and looking for their cell phones and laptops, sometimes even before Put the legs on the floor and attend to other activities that are more urgent in biological terms. 

According to Garza, it is important that advertisers be innovative and creative when connecting with the consumer. In a nutshell, constantly surprise them. In the case of young buyers, you have to impact them with the same technology they have in their hands, that is, on their tablets or telephones.

There is no doubt that consumers usually get carried away by their emotions when they generate purchases, either in the traditional way of going to a shopping center or online because there is nothing better than everything reaches the comfort of our home or by Labor matters do not have time to leave, the issue is that companies have gradually get into our brain to make the easiest decisions without knowing that they can cause an addiction.

Purchasing addiction definitely goes hand in rivalry between two brands just because yes, being able to mention Samsung and Apple with which people presume the brand we use and every time a new device comes out, we want to be the first to obtain it. According to a new Nielsen report, “social networks and online games consume approximately one third of the time we spend on the Internet’

But uncertainty is; How does purchase addiction begin, or for the case, any addiction? Lindstrom defines that everything is reduced to dopamine. That neurotransmitter of the limbic system of our brain, which makes us feel good and that flows into bolbotones to give us a discharge or euphoria so pleasant that we cannot stop repeating the behavior at the moment when dopamine falls again to normal levels.

In my opinion, one of the reasons why addiction begins in the purchase is for the offers found in the market, we are going for life thinking that this article is cheap, which at the moment is not needed but in the Background of our being we believe that one day we will need it and thank life for giving us that opportunity to acquire it, but the reality is another, we only accumulate unnecessary things for a slight moment of satisfaction, doing it continuously until we can no longer stop and This becomes a problem.