Consumerism Theoretical Contributions an Innovative

Consumerism

Theoretical Contributions

An Innovative Approach to Problematic Consumption Behaviour

Developing Better Measures

Proposing an Integrated Theoretical Framework for PUMP

Comprehensive Treatment of Negative Consequences

Identifying Motivational Drivers of PUMP

Practical Implications (Policy & Professionals)

Anecdotal Eevidence of Iissue salience

Identifying & protecting vulnerable groups

22A better measure of prevalence

Branding

Regulation

Consumer segmentation

Policy -- Research Implications

Full Model Testing

Confounding variables, Causality

Consumer segmentation

The principle aim of this thesis was to enhance the understanding of the nature, consequences and motivations for the problematic use of mobile phones. The problem is approached drawing upon research and theories from problematic consumption behaviour in the goods sector of the marketplace, which has been hindered by conceptual and definitional issues (Nataraajan & Goff, 1992), and little theoretical guidance with "no established model for researchers to evaluate, distil and refine" (Kellet & Bolton 2009).

To achieve this purpose, the research undertook three chief empirical studies as its main framework. The first study involved the development of a psychometrically valid instrument to measure the problematic behaviour in question, which led to development of a theoretical framework to explain some of the potential, underlying motives for the different dimensions or types of problematic behaviours that were observed. The second study investigated the consequences and outcomes of problematic mobile phone usage, and confirmed that there are different outcomes associated with different behavioural aspects. The third and final study sought to test this theoretical framework by identifying and measuring potential motivations for problematic usage, and relating them to measures of problematic usage. This was done by using a revalidated version of the problematic usage scale.

Therefore this chapter proceeds in the following way. First, it will briefly review the rationale for this thesis based on limitations of the current literature on problematic consumption, and how this thesis addressed these limitations. Next, it will summarise the main findings and conclusions of each empirical chapter, which will then integrate to identify the overall implications of the thesis for the original literature, future theory and research into problematic consumption of intangible goods and services as well as some of the practical implications. This chapter will conclude with consideration of some of the limitations of the present research and how these might be addressed in future.

2. Rationale

This research began by getting acquainted with the theoretical concepts attached to problematic consumption behaviour and their implications in the increasingly technologically-driven, consumer market. Historically consumption behaviour has been viewed as a rational choice process, with less attention paid to those whose consumption patterns falling outside this framework (Faber, O'Guinn and Krych 1987; Edwards 1993; Koran, Faber, Aboujaoude, Large, and Serpe 2006). Through this research, an attempt has been made to explore the past research and findings on the problematic consumption behaviour and tailor it towards service offerings. In this paper, different measurement tools have been developed in order to evaluate the problematic use of mobile phones supported by a comprehensive literature review on related consumption behaviour.

After reviewing the literature on consumption behaviour and critically analysing it, the most important thing which came to the forefront was that most of the researchers do not agree with the findings and conclusions drawn by others. Instead, each of them has presented their own findings with a quite different point-of-view (Weinberg and Gottwald 1982; Rook and Hoch 1985; Rook 1987; Verplanken and Herabadi 2001). Some of the researchers used variables that were not essentially expressing the consumption behaviour by itself. The research under discussion also aims to cover the limitations of the previous researches and presents a comprehensive conclusion on what constitutes a problematic mobile phone use and how can it be measured in an efficient and theoretically-based way.

This research explored the theories associated with three major streams of problematic consumption behaviour - impulsive buying, compulsive buying, and behavioural addiction. For instance, some theories only focus on the impulsive buying behaviour while others discuss the compulsive or intentional behaviour (Valence, d'Astous, and Fortier, 1988). However, there are some researches that focus on a very general or broad a pattern of consumption behaviour in daily life and take into account many factors at the same time (e.g., Hirschman 1992; Bartra 2004). The present literature is full of those researches that are not even comparable to each other despite having a common area of discussion (e.g. Dittmar, Beattie and Friese, 1996; Friese, 2000; Rodriguez-Villarino et al. 2006). This denotes an attempt of researchers to present a unique and distinct work apart from other researchers [Faber, O'Guinn, and Krych (1987), Faber and O'Guinn (1988; 1989; 1989; 1992)]. But this research work aims to explore the overall consumption behaviour related directly to problematic use of mobile phones. It does not only discuss the literature review in a munificent way, but also keeps its pure focus on the behavioural measurement of problematic mobile use, using different tools and techniques.

It is also different from previous research in that it has not explored a wide range of unassimilated variables that could impact the problematic use of mobile phones. Rather, it has used the EFA, CFA and SEM to validate the scale with only the most significant and meaningful variables. Using these measurement tools, it has conceptualized and operationalized the problematic use of mobile phones in a more conclusive way instead of discursive way. The rationale behind this research approach was to identify the core findings of the researches already made on the consumption behaviour, the limitations, and contributions to the literature as well add some solid findings to the existing literature.

Previous research has related problematic behaviour of mobile phones to dependence and excessive usage (e.g. Bianchi and Phillips, 2005). This clinical approach to problematic mobile phone use suggests that individual factors first persuade the users to start using a mobile phone; then they become addicted, recognize the problem and consequences associated with its usage; and then eventually stop. But the implications of these findings become invalid when a person uses their mobile phone as a necessity of life. This research addresses the limitation of this previous research by developing a measure that is broader and more comprehensive in addressing problematic mobile use. Other research on problematic mobile phones discusses it in the context of the consequences it has created for youth (Walsh, White & Young, 2007) or females (Toda et al., 2004, 2008). But the findings of this new research will have implications for all age groups.

The major benefits of mobile phone usage include real time communication (Power and Horstmanshof, 2004), highly reliable mode of connectivity, easy and safe way to transmit instant messages to any one sitting in any part of the world (Chapman and Schofield 1998; Tjong, Weber and Sternberg, 2003), and one of the most advanced developments in the field of information technology (Power and Power 2004). In contrast to these benefits, mobile phone use can also result in unwanted and harmful outcomes such as excessive day and night usage (Communication Law Centre 1999; Wilska 2002; Bianchi and Phillips 2005; Walsh and White 2006). The youth generation in particular has become lost in the world of communication and entertainment services that come from mobile phones (Young 1996, 2004; LaRose and Eastin 2002; LaRose et al. 2003; Young 2004). A rapidly growing body of research is documenting the negative impact of mobile phone usage on studies, relationships, routine activities, and health.

Studies on problematic usage of mobile phones are less bountiful, but research trends appear that one of the major issues of the 21st century will be the perspective of drawbacks from information technology (Young 1996, 2004; LaRose and Eastin 2002; LaRose et al. 2003; Young 2004). Broadly, mobile phone usage falls in the category of services that are not consumable or touchable, but consumption behaviour theories apply to these services to a very large extent (Zeithaml and Bitner 2000; Lovelock et al. 2001). The conceptual framework of this research is prepared by keeping in view that consumption behaviour occurs within the services sector of the marketplace. As such, mobile phone services are excluded from some consumption behaviour characteristics associated with tangible products. For example these cannot be stored, accumulated, or possessed physically. The only thing that matters is the span of time for which a person uses the mobile phone services (Walsh and White 2006). The many studies into mobile phones with regards to technology adoption and diffusion are not balanced in regards to their problematic use. Too long we have focused on the technology, and not enough time has been directed to the 'rules of engagement' and making consumers more aware of the potential harm that exists.

3. Findings

After a deep review of the literature, consumption behaviour theories, and concepts, the research work started with the development of a scale for the problematic use of mobile phones (PUMP). Next a theoretical framework was proposed to interpret the validity of this research topic. Also, a scale was developed to measure the negative consequences of the same. Finally, motivations were selected and analysed in a series of structural equations modelling to test the theoretical framework proposed for PUMP in this research. The entire research constitutes three different studies, each of them dedicated to a distinct stage in problematic usage of mobile phones.

Study 1

A multi-dimensional psychometric measure was developed for the behaviour, described as problematic use of mobile phones (PUMP). The four-factor 16-item solution included behavioural dimensions of problematic use as follows: (1) impulsive use, (2) mounting tension, (3) dependency, and (4) control loss. A fifth dimension (denial) was removed during the EFA stage of scale development. Data was collected from a large developmental sample of 2364. Scale reduction and validation analysis involved EFA, CFA and nested model comparison.

Following scale development, theoretical analysis was performed on the PUMP model to enhance conceptual understanding of each of its four dimensions. This analysis utilized the frameworks of time-inconsistent preferences theory (Hoch and Loewenstein 1991) and the theory of automatic behaviour (Bargh & Gollwitzer, 1994); frameworks which supplement the dominate informational-processing approach in consumer behaviour. Drawing on these, an integrative theoretical framework was proposed in order to interpret the PUMP model. This provided deeper insight into each PUMP dimensions and the interplay that exists between dimensions (see Figure 4.1).

The first PUMP dimension, impulsive use, was originally conceptualised to reflect the impulsive buying behaviour present in the goods sector of the marketplace. It was described as mobile phone behaviour that is spontaneous, unreflective and immediate. Within the integrated theoretical framework, the impulsive use dimension becomes refined as non-conscious and automatic behaviour, as distinguished by automaticity theory (Bargh & Gollwitzer, 1994). Furthermore, this framework models the impulsive use factor as being an automatic behaviour that involves low order cognitive processing and likely a habitual, learned response.

The second PUMP dimension, mounting tension, reflects the aspect of compulsive consumption, with its conceptualization based on compulsive buying behaviour in the goods marketplace sector. Originally, this behaviour was broadly defined as an affective process involving a building inner urge that produces relief following the consummation act. The construct became refined as deprivation-desire, following application of time-inconsistent preferences theory (Hoch and Loewenstein 1991) and its reference-point model of desire. Conceptual refinement to the mounting tension dimension is that the behaviour results from increasing internal discomfort from gaps between actual and desired states, which creates a negative or deprivation-utility once the mobile phone is used.

The third PUMP dimension, dependence, drew on the aspect of dependency in behavioural addiction literature. It describes behaviour associated with perceived reliance or the importance of mobile phone services in an individual's daily life. Dependency and subsequent withdrawal symptoms when the consumption product is not available, is a common feature in clinical literature as well as media dependency studies. Yet conceptualisation of this PUMP dimension was somewhat altered, contrasting with other studies, following theoretical analysis with time-inconsistent preferences theory (Hoch and Loewenstein 1991). The dependence dimension was subsequently proposed as reflective of satisfaction-desire and positive utility, which arise from the more tangible benefits (e.g. convenience, connectivity) embodied in mobile phone services.

Finally, the fourth PUMP dimension, control loss, reflects a commonality to all three literatures on unregulated, problematic consumption. It describes behaviour associated with repeated efforts and failure to control consumption. Interpreting control loss within the framework of time-inconsistent preferences, the behaviour reflects a loss of self-regulation when an individual's willpower is unable to resist, or is overcome by their opposing, desire forces (impulsive use, mounting tension, and/or dependence).

Initial conceptualisation of PUMP dimensions and empirical results directed the overlay of an integrated theoretical framework. This framework provided clear direction for construct refinement in future research, as well as nomological testing undertaken in this present research (Study 3). Empirical results show that all four PUMP dimensions are moderately to strongly correlate with each other. This confirms the core proposition of this study -- that different aspects of unregulated consumption are interrelated and together result in problematic behaviour. However, findings also suggested that the activating element within the four-factor PUMP solution was the mounting tension dimension.

Study 2

Using the same sample and procedures as Study 1, a second, multi-dimensional psychometric instrument was developed to measure negative consequences of PUMP behaviour. Factors of the Negative Consequences scale include (1) financial difficulties, (2) productivity loss, (3) relationship damage, (4) emotional tethering, (5) physical symptoms, and (6) driving distraction.

Besides drawing on literature and the qualitative phase of this research, three core propositions underpinned conceptualisation of the construct. First, negative consequences were separated from the causal behaviour to accord with guidelines for develop better psychometric measures (DeVellis, 2003). Second, the six factor model represented a range of consumer consumption costs, broader than merely financial issues. Third, short-term and longer-term manifestations of negative consequences were incorporated to account for temporal differences. This theoretical foundation coupled with a rigorous empirical testing produced a measure against which the PUMP scale could be evaluated. Alternatively, the Negative Consequences scale represents an independent scale valid for other consumer behaviour studies.

Following scale development, associations between the PUMP (IV) and Negative Consequences (DV) scales were modelled and examined. The four dimensions in PUMP were found to interact differently with factors in the Negative Consequences scale. These variations in findings indicate that all six factors are relevant to understanding consequences and the nature of problematic use of mobile phones. The mounting tension dimension in PUMP was found to be the strongest predictor for half the negative consequences factors (i.e. emotional tethering, productivity loss, physical symptoms). For other factors, all dimensions significantly predicted (relationship damage), impulsive use and dependence dimensions were powerful predictors (driver distraction), and the control loss dimension was most influential (financial difficulties). Thus, study findings also confirmed the value in developing a comprehensive, multifaceted instrument to measure harmful, behavioural outcomes.

Study 3

A second quantitative study resulted in a sample of 465. This sample was used to revalidate the PUMP scale and empirically test its theoretical framework. Revalidation of the PUMP scale resulted in removal of one item, resulting in a four-factor 15-item solution. Data was also collected to model a series of eight motivational drivers proposed to associate with different dimensions in the PUMP model. These motivational constructs were selected to represent and analysis underlying aspects of the PUMP dimensions, derived earlier by integrating time-inconsistent preferences and automaticity theories. Hypothesis testing provided further support for the proposed theoretical framework, as well as deeper insight into the relationship between PUMP dimensions and nature of the behaviour itself.

Eight motivational constructs were selected from literature to test propositions for each dimension in the PUMP scale. Motivational states and factors were broadly classified as being distal and proximal predictors of the problematic behaviour. During data analysis the three general, distal motivations required reconfiguring to account for measurement error. Overall, the five proximal motivations (sourced from compulsive buying and mobile phone studies) exhibited stronger psychometric properties, as well as stronger predictive powers than distal measures.

Six out of eight hypotheses were supported. Motivations behaved as predicted for three PUMP dimensions, with the exception being control loss, where paths from CFC-Immediate (H7) and the economic concerns motive (H8) and were not found to be significant. Impulsive use was predicted by mindless (H1). Mounting tension was strongly predicted by materialism (H2), identity gain (3) and negative mood reduction (4) motives. Dependence was predicted by instrumental (5) and reassurance (6) motives. Furthermore, results from a fully saturated model of the eight motivational constructs and four-factor PUMP scale found a number of significant paths that were not initially hypothesised.

Most significant was the strong influence (including suppression effect) that the negative mood reduction motive on all four PUMP dimensions, but most powerfully (as predicted) on mounting tension (?= .93). Following the removal of negative mood reduction motive from modelling, other interesting associations were noted. The instrumental motive predicted impulsive use more strongly than its hypothesised dimension of dependence. This finding indicates that both practical and psychological reasons may result in higher PUMP scores through the impulsive use dimension. Materialism also significantly and positively predicted all three "desire" dimensions of PUMP (impulsive use, mounting tension, and dependence). This finding also indicates that an individuals' materialistic value orientation links with problematic consumption, irrespective of marketplace sector.

Overall, findings confirm the core proposition of this study -- that PUMP dimensions, as different aspects of unregulated consumption, have diverse underlying mechanisms, and thus interact differently with alternative motivational factors. Study results demonstrate that both practical and psychological motives, as well as individual states (mindlessness) and traits (materialism) predict problematic use of mobile phones.

4. Theoretical Contributions

Shrimp (1994) advocates that consumer researchers focus more strongly on "consumer behaviour that occurs within the milieu of actual marketplace phenomena" (p. 5). Consumer researchers often have easier access to data relating to substantive phenomena, compared to other disciplines. This emphasis on substantive phenomena will "differentiate the field and enhance its impact both on theory and practice" (Simonson, Carmon, Dhar & Drolet, 2001). They argue that "a greater emphasis on rigorous, systematic, substantive phenomena-driven research has the potential to produce major contributions to theory, precisely because the starting point is not an existing theory (p. 269). This project undertook substantive research into the phenomena of problematic mobile phone use. From this phenomena-driven approach, contributions to consumer behaviour theory are made in the following ways: (1) an innovative approach to problematic consumption, (2) developing better measures, (3) proposing an integrated theoretical framework for PUMP, (4) comprehensive treatment of negative outcomes, and (5) identifying motivational drivers of PUMP.

An Innovative Approach to Problematic Consumption Behaviour

Over the past decades, problematic consumption has attracted greater interest and an increasingly large number of labels along with manifestations in different contexts. The dominate approach to problematic behaviour is to distinguish between these different phenomenon. Yet, the commonalities between the three major streams of problematic behaviour (impulsive, compulsive and addictive) appear stronger than their differences. An alternative approach, adopted by this research project, is to integrate these aspects by viewing problematic use of mobile phones as a type of general, problematic consumption behaviour. A key contribution of this research is synthesizing literature on problematic consumption.

During the review of literature, considerable overlap was found between the central construct of compulsive buying and two related constructs. Impulsive and addictive buying also represents a similar type of aberrant, abnormal consumption. The services context of telecommunications also required review of behavioural manifestations, focusing on internet addiction. The absence of clear delineations between constructs resulted in the merging of impulsive buying, compulsive buying, and internet addition to produce a conceptual framework for PUMP. This comprehensive approach circumvented ongoing classification and definitional issues (impulsive verses compulsive verses addictive), which are well documented in literature. All three forms are considered forms of problematic consumption and contrary to the dominate paradigm in consumer behaviour, viewing individuals as rational and logical beings.

Drawing on these three literature streams, and qualitative research undertaken during the exploratory phase, this project proposed and found support for a new measure. The final PUMP scale comprised four correlated dimensions: impulsive use, mounting tension, dependence, and control loss. Impulsive use represented impulsive buying. Mounting tension represented compulsive buying. Dependence represented behavioural addition. Control loss reflected a commonality noted in all three literature streams. This deductive approach to conceptualisation provides a strong theoretical basis and accords with suggested practice for better measure development. Support for this perspective is also found in a new theoretical approach to compulsive buying is called obsessive-compulsive spectrum disorder

ADDIN EN.CITE

(Hollander & Allen, 2006; Hollander & Dell'Osso, 2005; McElroy, Phillips & Keck, 1994)

. Other conditions within this emerging theoretical foundation include Internet addiction, and pathological gambling.

Developing Better Measures

This research project developed two rigorously tested and validated instruments: the PUMP scale and the Negative Consequences scale. The PUMP scale measures behaviour. The Negative Consequences scale measures outcomes from the problematic behaviour. From the perspective of construct validity, a problematic use of mobile phones and the consequence effects of such behaviour should be measured separately (DeVellis, 2003; Tian, Bearden & Hunter, 2001). Both scales were developed following guidelines to improve marketing practice (Churchill, 1979).

Many scales in the area of problematic consumption are weak because development has lacked methodology rigor and a conceptual model. Methodologically, reliance has been on the Cronbach alpha method to test construct validity. Few scales have been examined by using exploratory and/or confirmatory factor analysis. Without such evidence of such analysis, it is difficult to accept the claims of an instrument's unidimensionality. The present PUMP and Negative Consequences scales are rigorously tested using multiple analytical approaches, and nomological correlates to show its psychometric properties. Results confirm that the PUMP scale is a reliable and valid measure, and it correlates with other theoretical constructs as expected.