The Effect of Compulsive Hoarding Behavior on Consumers’ Two-Sided Responses

This study investigates the impact of general consumers’ compulsive hoarding behavior (CHB) on future behavioral responses and examines the moderating roles of reward type, hoarding pattern, and self-monitoring. To achieve this, we conducted an experimental survey based on a scenario. The findings reveal that consumers with high CHB exhibited lower altruistic disposal and higher purchase hiding compared to those with low CHB. Among high-CHB consumers, receiving social rewards for disposing of possessions led to increased altruistic disposal and reduced purchase hiding. In contrast, low-CHB consumers showed no significant differences based on reward type. The results also indicate that higher selective hoarding behavior among high-CHB consumers is associated with lower altruistic disposal and higher purchase hiding. Additionally, high-CHB consumers with greater self-monitoring tendencies demonstrated increased altruistic disposal and purchase hiding, whereas self-monitoring had no significant effect on low-CHB consumers. By focusing on general consumers rather than individuals with severe hoarding disorders, this study provides new insights into understanding CHB in everyday contexts. By exploring the causal relationships between CHB and related variables, the findings contribute to strategies aimed at mitigating compulsive hoarding behaviors and promoting responsible consumption patterns.