Maladaptive Consumption: Definition, Theoretical Framework, and Research Propositions

Abstract

Maladaptive consumption represents potentially uncontrollable and self and other harming consumer choices to fulfill a desire for rewarding substances and behaviors. More recently, it has emerged as a focal interest within consumer research, and a deliberation of current developments regarding consumers' misuse of substances and their repetitive engagement in certain behaviors highlights its critical importance. After summarizing both, longstanding and emerging types of maladaptive consumption, we review mounting evidence pertaining to maladaptive consumption, provide a working definition and an integrative framework for understanding the antecedents, explanations, and outcomes of maladaptive consumption. Finally, we close with a limited identification of knowledge gaps and propositions that suggest avenues for future research.

Hell for consumer addiction?: thematic analysis of COVID-19 narratives in a gambling support forum

“…Albertella et al (2021) suggests this is the result of addictive behaviors used as coping mechanisms. This is an example of maladaptive consumer behavior (Reimann and Jain, 2021).…”

“…The conceptual focus of the present study (Figure 1) is based on adopting as well as modifying key elements in Reimann and Jain's (2021) integrative theoretical framework of maladaptive consumption. This study intends to extend Reimann and Jain's (2021) theoretical lens to demonstrate that adaptive consumption behaviors can be triggered to counteract maladaptive behaviors in the context of gambling.…”

“…This behavior is done when the consumer cannot adapt to an internal or external trigger, e.g. a pandemic, that they have or are experiencing (Reimann and Jain, 2021). Contrastingly, when a consumer adapts in a healthy or helpful manner to a trigger, this is considered adaptive consumption behavior in the present research.…”

“…This behavior is a response or action made by a consumer under uncertain or altered circumstances, which would help themselves or other consumers become better suited to the uncertain or altered circumstances (Campbell et al , 2020). The conceptual focus of the present study (Figure 1) is based on adopting as well as modifying key elements in Reimann and Jain's (2021) integrative theoretical framework of maladaptive consumption. This study intends to extend Reimann and Jain’s (2021) theoretical lens to demonstrate that adaptive consumption behaviors can be triggered to counteract maladaptive behaviors in the context of gambling.…”

Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers

“…However, apart from research on maladaptive consumption behaviour (e.g. Reimann & Jain, 2021 ), the brain health status of consumers has been neglected in marketing research. In this idea corner paper we call for marketing research, if it wishes to make a genuine positive impact on a better world, to increase focus on the brain health of consumers.…”