Sociologists from St Petersburg University identify personality traits linked to pathological shopping behaviour
Researchers from St Petersburg University, in collaboration with their colleagues from the Higher School of Economics and Kostroma State University, have studied the economic behaviour of Russians and identified personality traits that make individuals more prone to shopaholic behaviour.
Since the 1980s, scholars have recognised that shopaholism, or compulsive shopping, is a form of addiction that can negatively impact people’s lives. Shopaholics experience obsessive thoughts about shopping, spend large sums on unnecessary items, and disregard financial difficulties. They frequently take out loans to purchase new goods, accumulate large debts, and, in some cases, even break the law to obtain what they want. The defining characteristic of compulsive shopping is that it provides short-term pleasure, followed by guilt over spending money and an inability to stop.
The researchers from St Petersburg University, the Higher School of Economics, and Kostroma State University aimed to determine whether this behaviour is prevalent among Russians. The study involved more than 500 participants, including men and women aged 18 and older, with varying levels of education and income. The respondents were from: regional centres (34%); megacities (29%); district centres (23%); and Moscow (14%)
The participants completed a questionnaire assessing: stress levels; presence of depression; attitudes towards money; and the level of financial anxiety. The questionnaire also included a compulsive buying scale, a tool used to measure shopping behaviour. Until now, this scale has only been available abroad. For the first time in domestic science, the researchers from St Petersburg University, together with their colleagues, have adapted the scale for a Russian-speaking audience.
The survey revealed that the majority of the respondents are not prone to pathological shopping and do not enjoy shopping. However, the researchers found that some Russians still engage in compulsive shopping, particularly during periods of economic sanctions.
We have found that the degree of shopaholism depends on the gender and age of the respondents. Women are more likely to buy unnecessary items, whereas men derive less pleasure from shopping. Older individuals are less likely to feel the urge to shop and spend money when they have neither the time nor financial resources. They are also less inclined to purchase unnecessary items.
Olga Deyneka, a co-author of the study, Professor at St Petersburg University and Deputy Head of the Department of Political Psychology
The sociologists explained that shopaholism is closely related to attitudes towards finances. The study found that individuals with higher levels of financial anxiety, as well as those who use money as a tool to influence others, view finances as a measure of success, and consider wealth a source of respect and recognition are more prone to compulsive shopping. People who perceive their income as high are less likely to develop shopaholic tendencies.
Additionally, the research findings showed that compulsive shopping is more common among individuals who experience stress, anxiety, and depression. According to the researchers, people with higher levels of anxiety are more prone to pathological shopping. However, marital status and the level of education do not influence shopping addiction.
Olga Deyneka noted that the study not only provided insights into the shopping behaviour of Russians but also contributed to the development of economic psychology. The adapted compulsive buying scale proved to be effective in the survey, and the researchers recognised its success. Now, this methodology can be used by other Russian researchers, as well as by counselling psychologists working with individuals exhibiting symptoms of pathological shopping addiction.
St Petersburg University, the oldest university in Russia, was founded on 28 January (8 February) 1724. This is the day when Peter the Great issued a decree establishing the University and the Russian Academy of Sciences. Today, St Petersburg University is an internationally recognised centre for education, research and culture. In 2024, St Petersburg University celebrated its 300th anniversary.
The plan of events during the celebration of the anniversary of the University was 13 from the Baikonur Cosmodrome.
By the decision of the Governor of St Petersburg Alexander Beglov, 2024 was a year of the 300th anniversary of St Petersburg University in St Petersburg. On the day of the University’s 300th anniversary torches were lit on the Rostral Columns on the Spit of Vasilyevsky Island. St Petersburg University flags were raised on the Palace Bridge. The city public transport was decorated with the University’s symbols. During St Petersburg’s City Day celebrations in May 2024, St Petersburg University acted as a participating venue. Additionally, the University launched a website dedicated to the anniversary. The website contains information about outstanding University staff, students, and alumni; scientific achievements; and details of events held as part of the celebration of the 300th anniversary of the University.