In an online era never seen before by consumers, the rise of online shopping has gotten its grips on customers. That’s why now, it’s crucial to understand the psychological factors behind purchasing decisions. Cognitive buying behaviors influence how consumers think and behave during their purchasing decisions, significantly shaped by psychological factors and cognitive processes. In exploring how cognitive buying behaviors are influenced by mental health and personality traits, it becomes clear that both psychological factors play a pivotal role in consumer behavior. 

Mental health significantly influences cognitive buying behavior, as particular conditions, especially those characterized by mood fluctuations, can guide individuals to participate in impulsive purchasing as a way of bettering their mood. These behaviors can lead to feelings of guilt after buying, resulting in a cycle of emotional distress. In those suffering with conditions like compulsive buying disorder, there is a direct link between mental state and cognitive buying behaviors. Compulsive buying disorder is characterized by persistent, repetitive buying behavior that is primarily in response to negative stimuli, such as negative feelings or circumstances, and affects one quality of life (Brook et al., 2015). Those suffering with this disorder tend to find themselves with issues such as financial difficulties, debt, and credit card abuse (Brook et al., 2015). Compulsive buying disorder is no joke as this disorder is a behavioral addiction (Brook et al., 2015), and is known to stem from atypical childhood and adolescent environments (Brook et al., 2015). In the digital era, a disorder such as compulsive buying disorder is as easy as any to exploit. Online platforms are made to enable such negative impulsive behavior through buying features such as one-click purchasing, targeted advertisements, and limited-time offers, which create a fake sense of urgency. In individuals with compulsive buying disorder, such elements can further a cycle of behavior where negative feelings lead to irresponsible purchases, continuing feelings of guilt and financial strain. This isn’t something unsurprising, though, as platforms are aware of cognitive buying behavior as well as mental health disorders that fuel their ever growing businesses. The effects of the exploitative nature of online shopping in understanding cognitive buying behavior go beyond mere financial loss; these online businesses inflict damage on their consumers’ personal lives as well. Those suffering from compulsive buying disorder often face marital discord, family issues, and emotional hardship (Brook et al., 2015) as a direct result of this exploitation.. Online shopping platforms, while profiting from consumers’ vulnerabilities, neglect the emotional toll their practices impose. This exploitation not only undermines individual well-being but also destroys relationships, and calls attention to a troubling disconnect between corporate profit motives and the mental health of consumers. Mental health disorders that deal with impulsivity such as compulsive buying disorder directly influence an individual’s cognitive buying behavior. However, a more thorough understanding of what influences such cognitive buying behaviors can be gained by looking at various personality traits.

In understanding personality traits used in psychology of personality, one can reference two cognitive buying behaviors that are predictable based on certain personality traits. Impulsive buying, defined as making a random, not thought through, and direct purchase (Aquino & Lins, 2023), is known to be strongly evident in those who show to have a high score on neuroticism, a trait defined by unstable emotions and being prone to negative moods (Aquino & Lins, 2023). The trait  influences individuals with high neuroticism to make rash purchases based on their emotional instability, and thus increasing the possibility of impulsive buying behavior. Not only this, but the higher the neurotic trait, the more likely one is to make a purchase decision that will ease their negative mood. In such a connection, a distinct influence of psychological traits in cognitive buying behaviors is highlighted. Another behavior, compulsive buying, described as uncontrolled buying that promotes harm and distress, (Aquino & Lins, 2023), is typically predicted by the openness, agreeableness, and neurotic traits (Aquino & Lins, 2023). Openness refers to the extent to which an individual is willing to try new experiences and engage in analytical thinking (Aquino & Lins, 2023). On the other hand, agreeableness is typically understood as friendly, cooperative, and compassionate a person is towards others (Aquino & Lins, 2023). In understanding all three traits, correlations can be drawn regarding their influence on compulsive buying behavior. Individuals high in openness are often more willing to try new products and experiences, which can lead to compulsive and unplanned purchases. Furthermore, those with a high level of agreeableness may have a tendency to prioritize the needs of others, thus promoting overspending and compulsive buying. Not only this , individuals scoring high in neuroticism increase their likelihood of making compulsive purchases as a way to cope with their negative moods. Their emotional instability can drive them to seek immediate gratification through shopping, furthering their compulsive behaviors. In understanding all three of the traits and how they interconnect with compulsive buying behaviors, the relationship between personality traits and consumer behavior is shown.

Cognitive buying behaviors are shaped by mental health and personality traits, both of which heavily influence the normality or abnormality of an individual’s buying behavior. In examining mental health through compulsive buying disorder, the abstract reasoning of their purchasing habits is made clear. Formed through hardship and adverse childhood experiences, the condition further brings the individual’s quality of life down due to their cognitive process. Their atypical way of coping with their negative moods exemplifies their cognitive reasoning, thus leading to a debilitating behavior and disorder. Further dissecting cognitive buying behaviors, personality traits were looked into as well. In examining the relationship between the two, it was found that personality traits do dictate cognitive processes and can increase the likelihood of adverse buying behavior. In understanding this, it’s important to realize the possible intentional or unintentional harm online shopping is bringing to the public and everyday consumer. Typical consumers are now bombarded with advertisements of any sort, tearing away impulse control on a daily basis. How many consumers, prior to online shopping, did not deal with compulsive and impulsive buying? How many developed a compulsive buying disorder since? It’s hard to know, but these are the questions that the public should be asking to keep their hard earned money, and sanity, out of the grips of corporations.

Works Cited:

Brook, J. S., Zhang, C., Brook, D. W., & Leukefeld, C. G. (2015). Compulsive buying: Earlier illicit drug use, impulse buying, depression, and adult ADHD symptoms. Psychiatry Research, 228(3), 312–317. https://doi.org/10.1016/j.psychres.2015.05.095

Aquino, S. D., & Lins, S. (2023, July 18). The personality puzzle: A comprehensive    analysis of its impact on three buying behaviors. Frontiers. https://www.frontiersin.org/journals/psychiatry/articles/10.3389/fpsyt.2023.1179257/full