Psychology B3 - non-substance related addiction

Question 1

1. initiation: role models and vicarious reinforcement

Answer 1

-someone who sees role models enjoying shopping = likely to experience vicarious reinforcement
-indirectly experience rewarding effects of shopping - enjoyment
-trigger person to start shopping in order to receive same rewards

Question 2

1. initiation: celebrities

Answer 2

-characters in adverts = source of vicarious reinforcement
-see pleasure in people who shop, can bring status and success
-associate celebrities with glamorous lifestyles
-identify with celebrity, more likely to imitate behaviour
-down to earth celebs = powerful

Question 3

2. maintenance: positive reinforcement

Answer 3

-shopping becomes rewards, positive effects - friends discussing purchases, gain status through items
-shops, sounds, colours, reviews can give enjoyment

Question 4

2. maintenance: adrenaline rush

Answer 4

-physiological response to shopping - dopamine released from nucleus accumbens
-rewarding rush comes when we buy something

Question 5

2. maintenance: negative reinforcement

Answer 5

-feeling of emptiness after shopping binge
-used to block out negatively feelings - returns once shopping stops
-compulsive shopper has to shop again

Question 6

3. relapse: cues associated with shopping

Answer 6

-high street
-advertising
-social media
-trigger arousal that shopper associates with compulsion (cue reactivity)

Question 7

3. relapse: release from withdrawal

Answer 7

-anxiety, depression, emptiness, boredom, guilt
-all relieved by shopping again, relief = temporary
-shopping = destructive behaviour - recovery and relapse

Question 8

support for effectiveness
(evaluation)
+

Answer 8

-shows that learning approach = effective when explaining how advertising works
-review of 46 studies into effects of celebrities in adverts (Knoll and Matthes 2017)
-researchers found that shoppers’ attitudes to products = more positive when endorsed by celebs
-identification is important in how adverts influence attitudes

Question 9

gender differences
(evaluation)
+

Answer 9

-can explain gender differences in shopping addiction
-research indicates women and men buy different products (Dittmar 2005)
-women – clothes, shoes, cosmetics, jewellery
-men – electronics, ‘hardware’
-match stereotypical gender roles
-receive praise for buying gender-typical items – positive reinforcement

Question 10

limited effectiveness
(evaluation)
-

Answer 10

-greater role for cognitive factors
-hard to explain several features of shopping on basis of reinforcement
-example, positive reinforcement can’t explain differences between compulsive/non-compulsive shoppers
-suggests learning approach = not effective unless combined with alternative theory (cognitive)