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

Abstract

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.

1. Introduction

In contemporary society, individuals are often rewarded for carefully assembling complete collections and preserving valuable possessions. However, collecting and saving behaviors do not always lead to desirable outcomes. Individuals who engage in compulsive hoarding display saving behaviors that become excessive and disconnected from any clear function or purpose. In such cases, the motivations for acquiring and saving goods are often irrational or extreme, causing the collecting behavior to become maladaptive and, in some cases, even dangerous [1].

Compulsive hoarding is defined as the act of collecting and the inability to discard excessive quantities of goods or objects that have limited or no value [2,3]. Historically, compulsive hoarding was considered a rare condition affecting only a small number of individuals. However, recent surveys indicate that up to 14% of the population experiences some form of hoarding behavior [4]. This shift highlights compulsive hoarding as an emerging social problem, with increasing recognition as a clinically significant phenomenon affecting a growing portion of the population. The distinction between normal and abnormal collecting behavior has become increasingly blurred, with the primary difference now lying in the severity of the behavior rather than its nature [5]. As a result, compulsive hoarding is becoming more common, gradually evolving from an isolated condition into a widespread social issue. Case study and demographic analyses of severe hoarding disorder are commonly found in the literature [6,7,8,9,10,11,12]. Moreover, the association between obsessive–compulsive disorder (OCD) [13,14,15,16], compulsive buying [17], and the types and mechanisms of compulsive hoarding [18,19] have been investigated. Compulsive hoarding behavior (hereinafter CHB) has long been studied, primarily in clinical contexts, focusing on individuals diagnosed with severe hoarding disorders. While previous studies have provided valuable insights into the psychological foundations of pathological hoarding, they often overlook a broader and increasingly relevant phenomenon, namely, compulsive hoarding tendencies among general consumers. In today’s consumer-driven society, even individuals without clinical diagnoses frequently display compulsive hoarding behavior (CHB) traits, such as difficulty discarding possessions, excessive attachment to objects, and compulsive acquisition behaviors [5]. This emerging issue underscores the importance of investigating CHB beyond clinical populations as it has significant social and economic implications. These include problems such as overconsumption, waste accumulation, and growing environmental concerns. Addressing CHB in the context of general consumer behavior is essential for developing more comprehensive strategies to mitigate its broader societal impact.

In the context of modern compulsive hoarding behavior, many individuals struggle to dispose of a large number of items or even all items they own, reflecting a common form of compulsive hoarding. However, there is also a significant group of consumers who compulsively hoard only a small number or specific types of items. Typically, the severity of hoarding symptoms correlates with the volume of accumulated possessions—the more severe the symptoms, the greater the tendency to collect and store a wide range of items, regardless of their type or utility. However, in cases where individuals primarily acquire specific items and struggle to discard them, the severity of their hoarding cannot be judged solely based on the small quantity or narrow range of items involved [3]. This behavior, known as selective compulsive hoarding, is characterized by difficulty in discarding only particular types of possessions. It is more commonly observed among general consumers rather than individuals diagnosed with severe hoarding disorders [5].

Compulsive hoarding has emerged as a widespread pathological phenomenon in modern society, affecting individuals across diverse backgrounds. As this issue can impact anyone, various forms of support are being implemented at the community level. These initiatives include behavioral therapy and efforts to improve the living conditions of households affected by compulsive hoarding, aiming to promote healthier environments and reduce the psychological burden on affected individuals. In addition, several companies have recently launched sustainability-focused campaigns aimed at encouraging consumers to responsibly dispose of their used products. Through these initiatives, customers who return used items are rewarded with incentives such as purchase points or discount coupons. The returned products are then either recycled, upgraded, or repurposed for resale as refurbished or new products, promoting a more circular economy and reducing environmental impact. In this regard, examining the impact of general consumers’ compulsive hoarding behavior (CHB) on subsequent responses, as well as exploring the underlying factors contributing to compulsive hoarding, would provide valuable insights. Such research could play a meaningful role in developing strategies to mitigate compulsive hoarding issues among general consumers.

Unlike previous studies that primarily focused on describing compulsive hoarding behavior (CHB) symptoms without considering their broader implications for consumer behavior, this research introduces new theoretical insights. It investigates how factors such as reward types, hoarding patterns, and self-monitoring tendencies shape the relationship between CHB and consumer responses. By integrating psychological theories on moral licensing, self-regulation, and consumer behavior, this study presents a comprehensive framework for understanding the complexity of CHB within everyday consumer contexts. Furthermore, it contributes to the growing body of literature on sustainable consumption by identifying behavioral factors that can either hinder or promote responsible disposal practices.

2. Theoretical Background and Hypothesis Development

2.1. CHB

Compulsive hoarding is defined as the acquisition of possessions and the failure to discard items that appear useless or of limited value [20]. The roots of compulsive hoarding lie in basic hoarding behaviors, which stem from human survival strategies, i.e., collecting and saving resources to prepare for potential shortages. This instinct has supported a lifestyle of producing, consuming, and stockpiling goods. However, while collecting and saving serve essential purposes, they do not always lead to positive outcomes. Socially, when excessive accumulation persists over time, it can exacerbate class inequality and trigger disputes over the ownership and distribution of surplus goods. Individually, although people today are generally more affluent than in the past, they may still experience emotional instability. Feelings of psychological poverty (the sense of lacking something despite material wealth) can arise, leading to obsessive–compulsive possession behaviors. When these feelings intensify, they can develop into compulsive hoarding. This condition impairs an individual’s ability to self-regulate collecting and hoarding behaviors, eventually resulting in pathological hoarding disorder, which is associated with serious psychological issues [2].

The characteristics of compulsive hoarding behavior (CHB) can be outlined as follows. Compulsive hoarding is marked by a persistent difficulty in discarding or separating items. This issue arises not from a temporary increase in possessions but when individuals live with neglected or unused items for extended periods, leading to chronic clutter. The core problem is not the quantity of possessions but the prolonged failure to discard them, which creates dysfunctional living spaces. A significant factor contributing to compulsive hoarding is the presence of maladaptive beliefs and excessive emotional attachment to possessions [9]. Individuals often hold unrealistic beliefs about their belongings, leading to heightened emotional bonds with objects. This attachment results in delays or complete avoidance of decision making regarding discarding items [1]. Another critical feature is the tendency of consumers to find it difficult to part with objects, regardless of their actual utility or value. Early studies defined compulsive hoarding as the inability to discard items with no apparent value. However, recent research reveals that individuals often hoard valuable items such as unworn clothes or unopened electronic devices not because of their usefulness but due to emotional attachment [9]. Consequently, researchers suggest that the clinical criterion for diagnosing hoarding disorder should focus on the total quantity of possessions rather than their objective value. Consumers who experience compulsive hoarding often feel significant psychological distress when faced with the need to dispose of items, especially if it goes against their will [9]. This emotional turmoil frequently leads to cluttered, untidy, and messy living spaces. When these spaces are exposed to others, individuals commonly feel shame and guilt, particularly when introducing new items into an already crowded environment [20]. Hoarding behavior is also frequently accompanied by excessive collection habits. This includes an obsession with acquiring freebies, salvaging discarded items, or compulsively purchasing new products [21]. These behaviors are driven by an underlying need to accumulate, often without practical justification. Clinically, individuals with severe compulsive hoarding often exhibit functional deficits in information processing, making it harder to make decisions about discarding items [22]. Additionally, compulsive hoarding is highly correlated with other psychological disorders, such as obsessive–compulsive disorder (OCD) and anxiety disorders [23]. While CHB shares similarities with general collecting behavior, it is essential to differentiate between normal collecting and pathological hoarding. In everyday life, most people engage in some form of collection, but this does not automatically qualify as hoarding disorder. The distinction lies in the motivation, planning, and emotional responses associated with collecting behavior [24]. In normal collecting, motives vary widely. Some individuals collect for aesthetic appreciation or financial gain, while others do so for social admiration, professional honor, or personal satisfaction. This process is typically thoughtful and deliberate, involving careful planning and emotional engagement. Collectors often take pride in their collections, enjoying discussions and sharing their interests with others. The positive emotions associated with collecting further reinforce this behavior. Pathological hoarding, while appearing similar on the surface, differs fundamentally in its emotional drivers. Like normal collecting, it aims to evoke positive emotions. However, a key distinction is that pathological hoarding is also driven by the desire to avoid negative emotions, such as anxiety or fear of loss [19]. This dual motivation leads to excessive accumulation, clutter, and significant psychological distress.

Compulsive hoarding is not only a pathological behavior but can also manifest among general consumers as part of their everyday consumption patterns [3]. It tends to occur in situations where individuals experience emotional instability or a sense of loss of control. For instance, when stress or anxiety levels increase, consumers may accumulate objects that they can control, using them as a means to achieve emotional stability. From a behavioral perspective, a key characteristic that explains consumers’ compulsive hoarding behaviors is selectivity [5]. Generally, the more severe the hoarding symptoms, the more frequently consumers acquire items and experience difficulty discarding them. However, the mere fact that fewer items are hoarded does not necessarily indicate a lower level of compulsive hoarding. In other words, individuals who exhibit compulsive attachment to a small number of items may also display significant hoarding tendencies. In particular, among general consumers, both overall hoarding (total possession hoarding) and selective hoarding (focused on specific items) may coexist, with the former not necessarily exhibiting stronger compulsive hoarding tendencies than the latter. Consumers who exhibit selective hoarding tendencies may demonstrate stronger attachment to specific items and engage in more frequent collection behaviors compared to those exhibiting overall hoarding tendencies.

It is challenging to view consumers’ compulsive hoarding behavior as exhibiting the characteristics of pathological hoarding, marked by strong compulsiveness and impulsiveness, from the outset. It is more likely that this behavior begins as normal collecting and gradually develops into pathological hoarding over time [5]. To fully understand consumers’ compulsive hoarding behavior, it is essential to examine its progression by considering the psychological consequences of hoarding as well as the reinforcing and mitigating factors that influence its development. Additionally, an analysis of the specific behavioral characteristics associated with compulsive hoarding is crucial for a comprehensive understanding.

2.2. Effects of CHB on Altruistic Disposal and Purchase Hiding

Altruistic behavior refers to voluntary actions taken to benefit others without personal sacrifice, often driven by an interest in others’ happiness or the pursuit of social rewards [25]. Altruism plays a crucial role in promoting the stability and happiness of both individuals and society by encouraging prosocial behaviors, such as helping others, sharing resources, or donating possessions [26]. In this study, the permanent disposal of unused items through giving or donating is considered a form of altruistic disposal, i.e., a voluntary and intentional act aimed at benefiting others.

Most consumers purchase, use, and dispose of goods they need and want in appropriate amounts and at the right time. They also regularly adjust the total number of possessions to fit within their living space. However, individuals with a hoarding disorder often become obsessed with accumulating objects, continuously adding to their collection without discarding anything. When consumers attach subjective meaning to certain objects and develop emotional attachments, disposing of these items can feel like a loss of self. Altruistic behavior encourages consumers to dispose of or donate items in order to gain social rewards or moral satisfaction. However, consumers with severe compulsive hoarding behavior tend to develop strong emotional attachments to their possessions, using them as a means to maintain their sense of self. Emotional attachment explains the personal meaning and emotions that consumers associate with specific items, which creates resistance to disposal or donation [3]. Therefore, consumers displaying compulsive hoarding behavior are likely to have psychological barriers against disposing of their possessions, avoiding discarding items to which they are emotionally attached. As a result, they may exhibit lower levels of altruistic disposal behavior. Consequently, the stronger the attachment to an object, the lower the intention to dispose of it [27]. From this perspective, consumers with high levels of compulsive hoarding tend to have lower disposal intentions compared to those with lower hoarding tendencies. Similar outcomes are expected in altruistic disposal, a specific type of disposal behavior.

Purchase hiding refers to the act of intentionally concealing the purchase of an item [28]. This behavior involves hiding the fact that one has bought a particular product and is often linked to negative consumption patterns, such as compulsive buying [28,29]. Negative emotions, including anxiety and fear, are core drivers of compulsive buying and hoarding. While compulsive buying is motivated by the desire to reduce anxiety, compulsive hoarding stems from the fear of losing possessions [9].

This aligns with existing theories suggesting that compulsive buying and compulsive hoarding lead to excessive preoccupation with specific behaviors as a way to avoid negative emotions. Compulsive hoarding behavior (CHB) is considered a symptom of both possession attachment and compulsive acquisition [30,31]. Consequently, there is a strong correlation between CHB and compulsive buying [17]. The severity of compulsive hoarding symptoms often influences consumer behavior—those with more intense symptoms tend to make frequent purchases as a form of temporary reward. Additionally, they are more likely to hide these purchases to conceal their compulsive buying tendencies from others [29].

H1. 

The impacts of consumers’ CHB on consumer responses vary.

H1-1. 

Consumers with high CBH have lower altruistic disposal than consumers with low CBH.

H1-2. 

Consumers with high CBH have higher purchase hiding than consumers with low CBH.

2.3. Effects of Reward Type on Altruistic Disposal and Purchase Hiding

Generally, when consumers make one or more choices among multiple alternatives, they try resolving conflicts that may arise by justifying their decisions [32]. When it is difficult to determine which alternative provides the greatest utility, they choose an option that offers a reason to justify their choice. In this context, consumers tend to maintain their moral values at a certain level by making efforts for self-examination in purchasing and consumption situations [33]. In the process, if one’s moral value is perceived below a certain level, the self-evaluation is positively changed by justifying past inappropriate behavior by acting altruistically. Moreover, if one’s moral value is perceived below a certain level, moral values are maintained at a certain level by engaging in deviant behavior (e.g., purchasing luxury items) [34]. Altruistic behavior improves self-evaluation and provides a form of permission to justify inappropriate actions [35]. This process is referred to as the licensing effect. According to [35], individuals gain legitimacy for deviant behavior after performing a moral act. Those with antecedent motives feel less guilt when purchasing luxury goods. They also gain psychological permission to buy expensive products because they view themselves as compassionate and generous people.

Consumers who exhibit high levels of compulsive hoarding often experience negative emotions due to their undesirable consumption behaviors. Although unused objects can be disposed of, these consumers frequently become more obsessed with their possessions and tend to avoid or procrastinate decisions related to disposal. As a result, clutter gradually accumulates throughout their homes. Eventually, they blame themselves for acting abnormally or feel guilty about their behavior. In such situations, consumers may attempt to restore their moral self-evaluation by seeking alternatives that justify their inappropriate consumption. For example, if an altruistic option such as performing good deeds or making donations is presented, it becomes easier for them to justify their deviant behavior [35]. This justification fosters altruistic motives, ultimately leading to altruistic disposal.

According to the theory of moral motivation, people engage in altruistic consumption behavior not only for purely altruistic reasons but also for selfish reasons, such as satisfying their own moral satisfaction or maintaining moral values [36]. Specifically, consumers exhibiting compulsive hoarding behavior are motivated to restore their moral self-evaluation through social rewards, which in turn can facilitate altruistic disposal behavior. Social rewards provide consumers with compulsive hoarding tendencies the opportunity to justify their actions morally, thereby rationalizing abnormal consumption behaviors or compulsive hoarding actions. In this process, consumers lower the psychological barriers to disposal and enhance their moral self-evaluation through altruistic disposal [5]. Altruistic disposal of possessions helps reduce compulsive hoarding by counteracting negative emotions, such as blame and regret associated with CHB. When CHB is alleviated, the intensity of acquiring and holding behaviors weakens. As a result, the reduced tendency to hold onto possessions increases the likelihood of product disposal. Similarly, a decrease in acquisition behaviors leads to less purchase hiding. However, if an alternative with low altruistic value is presented, altruistic justification becomes ineffective. In such cases, compulsive acquisition and the hiding of objects are likely to persist.

H2. 

The impacts of consumers’ CHB on consumer responses vary depending on the reward type.

H2-1. 

Consumers with high CBH exhibit a larger difference in altruistic disposal according to the reward type than consumers with low CBH.

H2-2. 

Consumers with high CBH exhibit a larger difference in purchase hiding according to the reward type than consumers with low CBH.

2.4. Effects of Hoarding Patterns on Altruistic Disposal and Purchase Hiding

Determining the degree of compulsive hoarding solely based on the number of objects in possession is challenging. Individuals who own many items may exhibit a low intensity of compulsive hoarding, while those with fewer possessions can still display a relatively high level of hoarding behavior [18]. Compulsive hoarding is often categorized into two types: overall hoarding and selective hoarding [5]. Selective hoarding is characterized by a strong emotional attachment to specific objects or a small group of items, which makes it difficult to discard these items, even when they serve no practical purpose [5,18]. This attachment can create a deeper dependence on these items compared to general hoarding, where the compulsive behavior is less focused on any particular object.

In cases of pathological compulsive hoarding, the severity of symptoms typically correlates with the number of accumulated items, regardless of their type or value. However, general consumers often exhibit variations in both hoarding disorders and hoarding patterns. Consumers’ compulsive hoarding behavior combines both overall hoarding and selective hoarding patterns. The intensity of this behavior develops independently of the type or total quantity of goods [5]. Consumers with selective compulsive hoarding often show an obsessive attachment to a specific object or a few items. As a result, they sometimes find it more difficult to dispose of these items compared to consumers who hoard objects more broadly [18]. The nature of this attachment leads to a deeper level of immersion in the specific object than in cases of general hoarding. This relationship is entirely dependent on the object and can create a compulsive dependency that is difficult to replace [37]. Such dependence may result in hiding behaviors, where consumers attempt to conceal or avoid their inappropriate actions by engaging in excessive consumption. In cases where consumers exhibit strong symptoms of compulsive hoarding, variations in behaviors like altruistic disposal and purchase hiding can occur. These differences depend on whether the hoarding pattern focuses on selective items or a broader range of goods. Specifically, compared to overall compulsive hoarders, selective compulsive hoarders are more likely to develop a compulsively dependent relationship due to their heightened emotional attachment.

H3. 

The impacts of consumers’ CHB on consumer responses vary depending on the hoarding pattern.

H3-1. 

Consumers with high CBH exhibit a larger difference in altruistic disposal according to the hoarding pattern than consumers with low CBH.

H3-2. 

Consumers with high CBH exhibit a larger difference in purchase hiding according to the hoarding pattern than consumers with low CBH.

2.5. Effects of Self-Monitoring on Altruistic Disposal and Purchase Hiding

Self-monitoring refers to an individual’s ability to observe, regulate, and control their expressive behavior and self-presentation based on social and situational cues [38]. It reflects the tendency to manage oneself by paying attention to contextual signals in order to exhibit socially acceptable behavior [39]. Individuals with high self-monitoring are highly sensitive to these cues and use them to adjust or modify their public image. In contrast, those with low self-monitoring are less responsive to social cues and tend to maintain consistent self-expression regardless of the situation. Consumers who exhibit severe symptoms of compulsive hoarding may adopt various dispositional behaviors in an attempt to alleviate their symptoms. People who are highly conscious of others often manage their image by making it appear that they are improving their situation, for instance, by disposing of possessions. In such cases, altruistic actions, such as free sharing or donations, may be considered as a strategy to enhance their social image.

In the case of compulsive hoarding, individuals with high self-monitoring tendencies are more likely to engage in behaviors that project an image of self-improvement. This behavior is motivated by the desire to manage how they are perceived socially, particularly when dealing with hoarding tendencies. For example, these individuals may dispose of possessions as a way to signal to others that they are improving their situation. Altruistic disposal, such as donating items, can thus be seen not only as a way of reducing hoarding behavior but also as a method of enhancing one’s social image. The act of giving away possessions helps to manage the negative stigma associated with hoarding and simultaneously addresses the compulsive nature of the behavior. This is especially relevant for individuals with high self-monitoring, who are motivated by the need to improve how they are perceived by others. Self-presentation behaviors, such as altruistic disposal, act as a strategy for these individuals to maintain positive social evaluations by demonstrating prosocial actions [35]. Moreover, self-monitoring plays a critical role in purchase hiding behaviors. Consumers with high levels of self-monitoring are more likely to hide purchases to conceal their compulsive buying behaviors, particularly when these purchases are inconsistent with socially accepted behaviors or may elicit negative evaluations. For compulsive hoarders, managing how others perceive their acquisition patterns becomes crucial. As a result, they often attempt to maintain a social facade of control or normalcy by concealing purchases. These consumers may not want others to perceive their behavior as deviant or excessive, leading to purchase hiding as a strategy to manage their social image [37]. Conversely, individuals with lower compulsive hoarding tendencies are less concerned with how others perceive their consumption behaviors and are not as strongly influenced by social cues in their decision making. Their disposal behaviors are more pragmatic, driven by practical needs rather than social influence. For these individuals, disposal decisions are typically made with less concern about social judgment, focusing more on practical factors like the space, use, or value of the items [39]. Thus, self-monitoring serves as an important moderator in the relationship between compulsive hoarding and behaviors like altruistic disposal and purchase hiding. Those with high self-monitoring tendencies will be more motivated by social feedback and are likely to engage in these behaviors more frequently, either to gain social approval or to avoid negative judgment. This framework helps explain how self-presentation and the management of social perceptions influence hoarding-related behaviors as well as how individuals with compulsive hoarding tendencies may strategically manage their image through these behaviors.

The conceptual framework based on the hypotheses of this study is presented in Figure 1.

H4. 

The impacts of consumers’ CHB on consumer responses vary depending on self-monitoring.

H4-1. 

Consumers with high CBH exhibit a larger difference in altruistic disposal according to self-monitoring than consumers with low CBH.

H4-2. 

Consumers with high CBH exhibit a larger difference in purchase hiding according to self-monitoring than consumers with low CBH.

3. Methods

3.1. Experimental Design

We used two compulsive hoarding levels (high vs. low) × two reward types (personal vs. social), two compulsive hoarding levels (high vs. low) × two hoarding patterns (selective vs. overall), and two compulsive hoarding levels (high vs. low) × two self-monitoring levels (high vs. low) in mixed factorial designs. The within-subject factors in this study are CHB, hoarding pattern, and self-monitoring. Additionally, the between-subjects design was applied for the reward type. This study performed an analysis of variance using SPSS, Version 22.0 to verify the hypotheses.

3.2. Stimulus Development

For this study, a virtual advertising campaign was designed to manipulate the reward type within an experimental scenario. The campaign featured two types of stimuli: one offering personal rewards and another promoting social rewards. The personal reward stimulus emphasized the benefits of receiving discount coupons for returning used products through a recycling campaign characterized by a low altruistic nature. In contrast, the social reward stimulus highlighted a donation campaign with a high altruistic nature, informing participants that donating used products would result in benefits such as sign-in donation credits and the issuance of a donation certificate. To ensure consistency across experimental conditions, the structure and content of the advertisements were carefully revised and validated by marketing experts, maintaining uniformity in both content and length. The validity of the stimuli was confirmed through a reality check and an assessment of the reliability of the advertisements used in the experiment. To minimize potential biases, a virtual company was utilized, reducing confounding effects linked to pre-existing brand associations. Furthermore, introductory text was added to the top of the advertisement, creating a scenario where participants were accidentally exposed to the company’s campaign, thereby mimicking real-life encounters with advertised content.

3.3. Participants and Experimental Procedure

The experiment was conducted over a two-week period in 2019 with undergraduate students from a university located in a major city in South Korea. The sample was considered appropriate due to the recent rise in compulsive hoarding cases in Korea, particularly among the younger generation [5]. This study employed judgment sampling, with a total of 220 business administration students participating in the experiment. Participants were randomly assigned to different conditions to ensure variability and reduce potential biases.

The experimental procedure of this study was conducted as follows. Initially, precautionary guidelines for the experiment were briefly explained to participants before the distribution of the questionnaire. The experiment facilitator then provided each participant with the questionnaire, along with a separate scenario sheet. To help participants more accurately recall their experiences, they were first asked to review an exemplary list of items they own but do not regularly use. Following this step, participants completed the first part of the questionnaire. Subsequently, they were exposed to the experimental scenario, which was presented in the form of an advertisement. After a short break, participants were instructed to complete the remaining section of the questionnaire. To encourage participation and improve the response rate, a small gift was provided to participants upon the successful completion of the questionnaire.

3.4. Measures

CHB was measured using the following 10 items: (1) “It is usually difficult for me to throw things away”, (2) “I’m not sure whether to dispose of the items or not”, (3) “I’m not good at disposing of things that I don’t need”, (4) “I feel uncomfortable making decisions about whether to dispose of things”, (5) “For me, disposing of things I own feels like losing a part of me”, (6) “I often buy things that I have no immediate use or need”, (7) “When I see something, I often feel the urge to have it”, (8) “I have financial difficulties because I want to keep buying things”, (9) “For me, disposing of what I own feels like losing a part of me”, and (10) “For me, disposing of what I own is precious because it is like losing a friend”, adapted from [5]. Altruistic disposal was measured using two items: (1) “I am willing to give to people around me what I do not use but cannot dispose of” and (2) “I am willing to donate to a welfare facility or charity”, adapted from [40]. Purchase hiding was measured using the following three items: (1) “I buy things and then sneak them into my room”, (2) “Sometimes I want to hide my purchases from other people (e.g., family members, roommates, etc.)”, and (3) “I sometimes lie about the price of things I buy”, adapted from [28]. Hoarding pattern was measured using a single item; specifically, respondents were asked to rate the item about specific behavior related to the disposal of objects that are not in use, from 1 (“I am not good at disposing of certain objects among the objects I own”) to 7 (“I am not good at disposing of most of the things”), adapted and modified from [5]. Meanwhile, self-monitoring was measured using the following six items: (1) “When I talk to someone, I am sensitive to small changes in their facial expressions”, (2) “I tend to imitate other people’s actions easily”, (3) “When I am in a social gathering, I tend to try saying or doing things that other people like”, (4) “Sometimes I behave like a different person depending on the situation”, (5) “I am good at leading others to like”, and (6) “I tend to change my thoughts or actions in order to gain the favor of others or to impress them”, adapted from [41]. Participants rated their agreement with each item on a Likert-type scale ranging from 1 (“strongly disagree”) to 7 (“strongly agree”).

3.5. Reliability and Validity Verification

This study employed confirmatory factor analysis (CFA) to assess the reliability and validity of the measurement items. The results indicated that the factor loading values for all variables exceeded 0.7, demonstrating strong construct validity. To evaluate the internal consistency, Cronbach’s alpha was calculated for each factor. The results showed that Cronbach’s alpha values for all factors were above 0.7, confirming the reliability of the measurement items (CHB: Cronbach’s α = 0.912 M = 4.021, SD = 0.832, Min = 1, Max = 7, Skew = −0.082, Kurt = −0.781; altruistic disposal: Cronbach’s α = 0.798, M = 4.653, SD = 0.913, Min = 1, Max = 7, Skew = −0.490, Kurt = −0.105; purchase hiding: Cronbach’s α = 0.907, M = 3.975, SD = 0.785, Min = 1, Max = 7, Skew = −0.023, Kurt = −0.881; and self-monitoring: Cronbach’s α = 0.881, M = 4.694, SD = 0.887, Min = 1, Max = 7, Skew = −0.433, Kurt = 0.334).

4. Results

4.1. Manipulation Check

To test the hypothesis, it was first necessary to confirm that the manipulation of the reward type was successful. Participants were asked, “What do you think about the advertisement you read earlier?” Following this, they were instructed to indicate which type of reward they believed they would receive if they engaged in the actions recommended in the advertisement (1 = personal reward; 7 = social reward). The results showed that the mean score for participants in the social reward condition was significantly higher than that of participants in the personal reward condition. This significant difference confirmed that the reward type manipulation was effective (M_personal = 2.58, M_social = 5.59; F(1, 160) = 195.29, p < 0.001).

4.2. Hypothesis Testing and Discussion

ANOVA tests were conducted to examine the main effect of compulsive hoarding behavior (CHB) as well as the moderating effects of reward type, hoarding pattern, and self-monitoring. The primary hypothesis (H1) focused on the impact of consumers’ CHB on their behavioral responses. The analysis confirmed that consumers with high CHB exhibited significantly lower altruistic disposal compared to those with low CHB (H1-1). Additionally, consumers with high compulsive behavior demonstrated higher purchase hiding tendencies than consumers with low CHB (H1-2).

These results are consistent with the latter hypothesis, indicating that individuals with high compulsive hoarding engage in less altruistic disposal and are more likely to conceal their purchases compared to those with low compulsive hoarding (M_high = 4.01, M_low = 4.67; F(1, 160) = 9.54, p < 0.01). Also, consumers with high compulsive hoarding showed significantly higher purchase hiding compared to consumers with low compulsive hoarding (M_high = 3.72, M_low = 3.20; F(1, 160) = 5.99, p < 0.05) (

Table 1. Interaction effect of compulsive hoarding and reward type.

				Altruistic Disposal		Purchase Hiding
				F-Value	p-Value	F-Value	p-Value
Compulsive hoarding		high	low	9.54	0.002	5.99	0.015
Reward type	personal	30	46	5.91	0.016	2.23	0.137
	social	41	41
Compulsive hoarding × reward type				7.04	0.009	4.61	0.033

).

Hypothesis 2 examined the moderating effect of reward type on the relationship between consumers’ compulsive hoarding behavior (CHB) and their behavioral responses. As shown in Table 1, the analysis confirmed that consumers with high CHB exhibited a greater variation in both altruistic disposal and purchase hiding behaviors (H2-1 and H2-2, respectively) based on the reward type compared to consumers with low CHB. Furthermore, the results revealed that the moderating effect of the hoarding pattern on both altruistic disposal and purchase hiding was statistically significant, suggesting that the reward type plays a crucial role in influencing consumer behavior in the context of compulsive hoarding (altruistic disposal: F(1, 160) = 7.04, p < 0.01; purchase hiding: F(1, 160) = 4.61, p < 0.05). As hypothesized, consumers with high compulsive hoarding exhibited significantly higher altruistic disposal when the act of disposing possessions was associated with a social reward (M_personal = 3.41, M_social = 4.58; F(1, 72) = 13.24, p < 0.01), compared to situations where only a personal reward was offered. However, among consumers with low compulsive hoarding, there was no significant difference in altruistic disposal between the personal reward and social reward conditions (M_personal = 4.73, _Msocial = 4.62; F(1, 88) = 0.02, p > 0.05). Additionally, for consumers with high compulsive hoarding, the social reward condition resulted in significantly lower purchase hiding compared to the personal reward condition (M_personal = 4.23, M_social = 3.35; F(1, 72) = 5.41, p < 0.05). Additionally, for consumers with low compulsive hoarding, there was no significant difference between the personal reward and social reward conditions (M_personal = 3.12, M_social = 3.28; F(1, 88) = 0.26, p > 0.05).

Hypothesis 3 examined the moderating effect of hoarding patterns on the relationship between consumers’ CHB and their behavioral responses. The analysis confirmed that consumers with high CHB exhibited a greater difference in both altruistic disposal and purchase hiding behaviors (H3-1 and H3-2, respectively) based on their hoarding patterns, compared to consumers with low CHB. Consequently, as shown in

Table 2. Interaction effect of compulsive hoarding and hoarding pattern.

				Altruistic Disposal		Purchase Hiding
				F-Value	p-Value	F-Value	p-Value
Compulsive hoarding		high	low	9.61	0.002	61.74	0.000
Hoarding pattern	selective	31	27	1.61	0.206	10.08	0.002
	overall	38	32
Compulsive hoarding × hoarding pattern				3.99	0.048	7.76	0.006

, the moderating effect of hoarding patterns on altruistic disposal and purchase hiding was found to be statistically significant (altruistic disposal: F(1, 128) = 3.99, p < 0.05; purchase hiding: F(1, 128) = 7.76, p < 0.01). As predicted, among consumers with high compulsive hoarding, a higher level of selective hoarding behavior led to lower altruistic disposal and increased compulsive buying (M_selective = 3.42, M_overall = 4.38; F(1, 69) = 6.69, p < 0.05). In contrast, for consumers with low compulsive hoarding, there was no significant difference in responses based on the hoarding pattern (M_selective = 4.92, M_overall = 4.71; F(1, 59) = 0.21, p > 0.05). Additionally, among consumers with high compulsive hoarding, a higher level of selective hoarding behavior resulted in increased purchase hiding (M_selective = 4.55, M_overall = 3.29; F(1, 69) = 17.47, p < 0.001). In contrast, for consumers with low compulsive hoarding, there was no significant difference based on hoarding pattern (M_selective = 2.31, M_overall = 2.22; F(1, 59) = 0.09, p > 0.05).

Hypothesis 4 examined the moderating effect of self-monitoring on the relationship between consumers’ CHB and consumer responses. Specifically, the analysis confirmed that consumers with high CHB exhibited a greater difference in altruistic disposal and purchase hiding (H4-1 and H4-2, respectively) based on their level of self-monitoring, compared to consumers with low CHB. Consequently, as shown in

Table 3. Interaction effect of compulsive hoarding and self-monitoring.

				Altruistic Disposal		Purchase Hiding
				F-Value	p-Value	F-Value	p-Value
Compulsive hoarding		high	low	7.74	0.006	4.07	0.044
Self-monitoring	selective	31	26	2.87	0.092	3.68	0.057
	overall	37	32
Compulsive hoarding × self-monitoring				4.92	0.028	4.64	0.033

, the moderating effect of self-monitoring on both altruistic disposal and purchase hiding was found to be statistically significant (altruistic disposal: F(1, 158) = 4.92, p < 0.05; purchase hiding: F(1, 158) = 4.64, p < 0.05). Specifically, among consumers with high compulsive hoarding, those with high self-monitoring exhibited higher levels of altruistic disposal compared to those with low self-monitoring (M_high = 4.47, M_low = 3.48; F(1, 68) = 6.80, p < 0.05). However, among consumers with low compulsive hoarding, there was no significant difference in responses based on self-monitoring levels (M_high = 4.62, M_low = 4.75; F(1, 58) = 0.15, p > 0.05). Also, among consumers with high compulsive hoarding, those with high self-monitoring exhibited significantly higher purchase hiding (M_high = 4.14, M_low = M = 3.12; F(1, 68) = 6.92, p < 0.05). However, for consumers with low compulsive hoarding, there was no significant difference based on self-monitoring (M_high = 3.16, M_low = 3.22; F(1, 58) = 0.03, p > 0.05).

5. Conclusions and Implications

5.1. Summary of This Study

Although compulsive hoarding behavior (CHB) is a common tendency among general consumers, prior research has struggled to fully explain it because it primarily focused on individuals suffering from severe hoarding disorder. Therefore, the primary goal of this study was to investigate the impact of general consumers’ CHB on future behavioral responses and to explore the role of related variables. In this study, we examined the influence of CHB on both altruistic disposal and purchase hiding behaviors. Moreover, by analyzing the moderating effects of reward type, hoarding pattern, and self-monitoring, this research explored the complex relationships between CHB and related variables.

The results of the research can be summarized as follows:

First, testing H1 confirmed that consumers with high compulsive hoarding exhibited lower altruistic disposal and higher purchase hiding compared to those with low compulsive hoarding. This suggests that while typical consumers follow each stage of consumption—from purchase to use and, eventually, disposal—those with compulsive hoarding symptoms tend to ignore or fixate on specific stages, often avoiding decisions at the disposal stage. Additionally, their latent compulsivity promotes repeated purchases, with purchase hiding emerging as a behavioral response linked to both altruistic disposal and compulsive buying.

Second, H2 verification revealed that consumers with high compulsive hoarding who received social rewards (as opposed to personal rewards) for disposing of possessions demonstrated higher altruistic disposal and lower purchase hiding. Conversely, for consumers with low compulsive hoarding, the type of reward had no significant impact on their responses. This indicates that individuals with stronger hoarding tendencies may use good deeds, such as donating items, to temporarily ease their symptoms and restore their moral self-image, which may have been affected by negative consumption behaviors. This rationalization helps maintain their moral satisfaction. Furthermore, altruistic disposal not only reduces compulsive hoarding symptoms but also encourages planned purchases and reduces purchase hiding, helping individuals be more transparent with their family and acquaintances.

Third, the verification of H3 revealed that for consumers with high compulsive hoarding, greater selective hoarding behavior led to lower altruistic disposal and higher purchase hiding. In contrast, consumers with low compulsive hoarding showed no significant differences in responses based on hoarding patterns. Notably, individuals with severe hoarding disorders exhibited a strong positive correlation between the total number of owned items and CHB. However, for general consumers, this correlation was relatively weak. Instead, those who exhibited compulsive hoarding tendencies for only a few items displayed deeper emotional attachments to these possessions and a stronger desire to retain them.

Fourth, H4 testing demonstrated that among consumers with high compulsive hoarding, those with high self-monitoring tendencies showed increased altruistic disposal and greater purchase hiding. Conversely, consumers with low compulsive hoarding showed no notable differences based on self-monitoring levels. This suggests that in severe cases of storage obsessive–compulsive disorder, when social dynamics are emphasized during the disposal process, individuals may heighten altruistic behaviors as a means of managing their public image. Additionally, purchase hiding serves as a strategy for such consumers to seek greater social approval by concealing their abnormal consumption behaviors.

5.2. Implication of the Study Results

The findings of this study offer significant theoretical and practical implications. While previous research primarily focused on factors contributing to the persistence and worsening of compulsive hoarding symptoms, this study shifts attention to elements that support the resolution and alleviation of CHB. It demonstrates that consumers with compulsive hoarding tendencies can mitigate these symptoms and rationalize their behavior through the altruistic disposal of possessions. This study highlights the importance of understanding compulsive hoarding behavior by examining the regulatory roles of reward types and hoarding patterns. Recently, in efforts to promote a circular economy, many companies have launched initiatives aimed at encouraging the sustainable circulation of resources. These campaigns focus on collecting used products, recycling them, and reintroducing them into the market as new items. The findings of this study reveal that social value can be achieved through initiatives like resource circulation, particularly via social contribution projects such as donating collected goods. Such efforts not only promote participation among general consumers but also engage individuals with compulsive hoarding tendencies. This inclusive approach can amplify positive impacts on both companies and society. Furthermore, this study suggests that compulsive hoarding should be evaluated based on the intensity of behavioral tendencies toward possessions, rather than merely the quantity or type of items hoarded. Importantly, it underscores the need to distinguish between clinical hoarding disorder and consumer-driven compulsive hoarding behaviors, advocating for separate lines of research for each.

The findings of this study revealed two key insights. First, for general consumers, the role of self-monitoring was found to be a significant moderating factor in consumer behavior. Specifically, when social contexts outweigh internal tendencies, consumers demonstrate a stronger willingness to dispose of possessions and exhibit higher levels of purchase hiding. This suggests that compulsive storage behavior is not merely an individual issue but one that impacts social relationships, extending its effects beyond the individual’s daily life. Therefore, further research should explore the role of social dynamics in compulsive storage behaviors to better understand its broader implications.

Second, this study offers valuable insights for businesses seeking to develop effective marketing strategies. By analyzing consumer compulsive hoarding behavior (CHB), companies can better understand customer acquisition and retention patterns, particularly among consumers with strong storage compulsions. Traditionally, businesses have focused on the stages of purchasing and consumption, often overlooking product disposition. However, for consumers who struggle to discard possessions (even those that are unused), this stage plays a critical role in future purchasing decisions. These consumers may avoid buying new products simply to avoid adding to their existing clutter. To address this, companies should extend their engagement strategies beyond the point of purchase and into the product disposal stage. Many businesses, in alignment with circular economy principles, have already begun participating in consumer disposal processes by collecting old products for recycling, repair, or refurbishment and reselling them as new ones. As demonstrated in this study, such practices not only promote environmental sustainability but also create social value through initiatives like donation programs for collected goods. Encouraging both general consumers and individuals with compulsive hoarding tendencies to participate in these disposal programs can generate significant social benefits. This approach fosters a positive impact not only for the company but also for society as a whole by promoting responsible consumption and resource circulation.

5.3. Limitations and Directions for Future Research

This study has several limitations that should be considered in future research. First, it highlighted differences in responses between selective and overall compulsive hoarding, focusing on superficial behavioral characteristics that help explain general consumer hoarding tendencies. However, when comparing selective obsession with overall hoarding behavior, it is important to consider that the sunk costs involved, whether in the acquisition or the perceived residual value, may be higher for individuals with selective compulsive hoarding than for those with overall compulsive hoarding. Future research should explore a broader range of conditions that may influence these behaviors, considering both the depth of emotional attachment and the perceived value of hoarded items. By doing so, a more comprehensive understanding of compulsive hoarding patterns can be achieved. Moreover, future research can enhance the validity of findings by employing diverse methodologies and conducting parallel studies, such as tracking consumers’ actual behaviors or implementing field experiments.

Additionally, distinguishing between selective and overall compulsive hoarding and uncovering the underlying mechanisms of each would be an intriguing research topic.

Second, to validate the idea that compulsive hoarders maintain their moral values by alleviating CHB through altruistic justification, this study examined changes in CHB intensity based on social rewards (gained through donations) and personal rewards (gained from returning used products). However, altruism may exist in both conditions as recycling campaigns also contribute to society through long-term resource conservation. Future research should conduct in-depth analyses for each condition and thoroughly review the applied stimuli, supported by preliminary studies.

Third, this study applied a separate experimental design, assuming an independent relationship between reward type and hoarding pattern. However, the strength of compulsive hoarding may form regardless of the number or type of objects. Future studies that explore the interaction between these two variables could improve the research validity and enhance the generalizability of the findings.

Finally, although consumer compulsive hoarding is relatively unaffected by trends and has persisted over time, future studies using recent data across diverse age groups could further strengthen the validity and applicability of the research.