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Shoes, clothes, jewelry, new cell phone- all kinds of materials items can make us feel good about ourselves, temporarily that is. “Oniomania,” the psychiatric term for this syndrome, is defined as “an uncontrollable desire to buy things” (dictionary.com).

Advertising, catalyzed by exponential growth in technology, has affected society greatly over the past several decades; increased reported cases of this addiction clearly indicate the marketing industries’ lack of regard concerning the potential negative effects upon society, consumers, and of course oniomaniacs.



What exactly is retail addiction? Oniomania, more commonly referred to as shopping addiction, is the proper term used for compulsive shopping. Oniomaniacs are addicts. In the same way other addicts obsess over their addiction, retail addicts become preoccupied with the activity of spending, and/or shopping, and devote significant time and money to these activities. Retail addicts have described the feeling of spending money, and planning shopping trips as ”euphoric.” A Psychiatric Times survey conducted in December, 2006 revealed that almost six percent of Americans reported suffering from this problem.



Advertising has existed, in one form or another, as long as humans have bought, sold, or traded items and goods. Although organized advertising began in Europe, advertising agents and agencies did not appear in America until during the Civil war era. Advertisements were used to recruit soldiers in the war for either the union or the confederate armies. In the late 1800’s, brand names were used for goods, such as clothing and household items, to assert a products consistent efficiency. One example of a brand that still exists today is Ivory soap. As advertising continued to sink its roots into American society throughout the 1900’s, agencies developed methods of targeting specific consumers who would be more likely to purchase various types of products. As technology advanced, advertisers utilized the newspaper, radio broadcasting, television broadcasting, internet, and mobile phones to communicate their ads.



Advertisers use many different techniques to make the consumer feel as if they need the products they advertise. “Avante Garde,” is when advertisers make the product appear that it will put the consumer ahead of the times. For example Dip n Dots ice cream claims to be the ice cream of the future. “Testimonials,” or endorsements, use a famous person, usually seen using or supporting the product in someway. For example, Michael Jordan is seen in commercials wearing Nike Jordan’s. Finally, “Bandwagon,” is a technique that exploit’s a consumers natural desire to be part of “the crowd.” all of these techniques make the consumer feel as if they need the product being advertised.



Advertising has greatly influenced American society. Over time, society has accepted the advertisers suggestion that it needs material positions. What were once wants, are now needs. For example, mobile phones were new and unnecessary less then twenty years ago; now, it seems as if people are required to have one. People feel abnormal without these possessions. Subsequently, society influences people to spend money. Spending is the most socially reinforced of all behavioral addictions.



Retail addicts are constantly confronted by advertising telling them that buying ridiculous things will make them happier or even make their likes easier. Oniomaniacs can not ever see the difference between a want and a need. To them, every item is necessary. As you can see, this addiction is a problem because it can cause these people to go into debt, and ruin their financial well-being. In the worst cases, addicts could possibly resort to illegal activities, such as theft or prostitution, to gain necessary means to continue spending. You are probably wondering “is obsessive spending and shopping purely for self-gain, or are there emotional or psychological factors behind this addiction?” While both may be true, most of the time it is psychological factor that play the role in oniomania, because it is actually a psychological disease. Retail addicts cannot help the feeling of needing to spend money, and that is why there is therapy for retail addicts.



Retail addiction, oniomania, shopping addiction, binge spending: there are many names. But regardless how one terms this ever-widening group of American society who possess a seemingly innate predisposition to recklessly spend and spend and spend their own money and that of others, this problem is still apparent. Time will come that consumers will question society about the legitimacy of society’s loving regard for spending and attaining material possessions. In turn, society will question and hold accountable advertising agents and agencies for their unnecessary, cunning techniques which can turn wants into needs overnight. Sadly, for now, oniomaniacs are still paying the price for capitalistic selfishness and wanton greed exhibited by advertisers and in turn, American society. So next time you are about to purchase a $200 pair of shoes, or a new plasma HD triple reflex gizmo super Television combination popcorn popper, ask yourself why you need it, and if you really need it al all.