This blog post examines how consumption stimulates the emotion of anxiety, and how that anxiety, combined with marketing, leads to overspending and addictive consumption through case studies. We’ll explore the underlying psychological mechanisms together.

Overconsumption begins with buying unnecessary things

Now, let’s think about this a little more calmly. What kind of consumption are we actually engaging in? Are we really only buying what we need? Most unnecessary consumption occurs on an unconscious level. When this consumption repeats and accumulates, it can become a serious threat extending beyond an individual’s problems to the entire household. At this point, it’s worth listening to the words of Professor Kwak Geum-ju from the Department of Psychology at Seoul National University.

“There are various types of consumption. There is survival consumption for staying alive, and there is living consumption for maintaining daily life. However, when we exceed these levels, excessive consumption occurs, and if this excessive consumption becomes excessive, it can lead to addictive consumption.”

What we must focus on is precisely the excessive consumption and addictive consumption that lead people to ruin. Am I really spending appropriately right now? Is our household spending functioning properly? There is a relatively objective indicator to assess this: the Overspending Index released by the Financial Supervisory Service in 2008. This index is designed to quantify an individual’s spending tendencies.
For example, if you earn $1,000 and spend all $1,000 without saving anything, your Overspending Index is 1. This signifies a financially precarious state, essentially bankruptcy. Conversely, if you earn $1,000 and save $300, the overspending index is 0.7, indicating an overspending state. Saving $400 brings the index down to 0.6, approaching a state of appropriate consumption. Saving $500 or more lowers the overspending index to 0.5, which falls into the category of somewhat excessive thriftiness, commonly known as the ‘miser’ type.
There is also a simpler way to determine if you are overspending. You can apply this method immediately every time you purchase something. The key is to ask yourself why you want to buy this item right now. According to Professor Kwak Geum-ju, people generally make purchasing decisions based on one of four reasons.
First, because they don’t have the item; second, because the item is broken; third, because they already have it but the new one looks better; fourth, simply because.
Let’s continue listening to Professor Kwak Geum-ju’s explanation.

“Even when you already own the item, thinking things like ‘I’d look so much cooler with this,’ or ‘It’s slightly newer, so I should buy it,’ and finally, repeatedly purchasing similar items ‘just because’ – these are clear examples of excessive spending.”

Quantity is running low

So why do we keep repeating this excessive spending? Is it because of aggressive marketing? Yes. Is it because consumption operates in the realm of the unconscious? Yes. Is it because consumption is driven by emotion? That too is true. So, what emotions within us trigger this urge to consume? According to Professor Adrian Funnell of University College London, consumption occurs much more easily when we are: first, anxious; second, depressed; and third, angry.
In fact, marketers very cleverly stimulate this anxious psychology to induce consumption. Think about watching a home shopping channel. When the broadcast starts, the hosts pour out various persuasive pitches, but not many people buy the product immediately upon starting. Especially for those with a relatively laid-back personality, it’s rare to make a purchase right at the beginning of the broadcast. However, as time passes, viewers become increasingly engrossed in the broadcast. At some point, they find themselves deeply immersed in the product explanations and staging. Gradually, a sense of anxiety begins to surface.
A neatly dressed host holds up a stylish bag and declares, “When you’re feeling down, spending money is the best cure.” If a viewer was indeed feeling low, they naturally nod in agreement.
The host then repeatedly emphasizes that they must buy now, that they will absolutely not regret it. A little later, the line “Order calls are flooding in!” is repeated. At this point, the viewer suddenly feels anxious, fidgeting with the unease that it might sell out any moment. Adding to this is the line, “It seems there aren’t many left.” Indeed, whenever these anxiety-inducing prompts appear, sales figures rise noticeably.
At the decisive moment, the host delivers the final line with an expression that seems concerned for the customer.

“Brown is sold out. What to do? I’m starting to wonder if even ordering now will actually get you one.”

By this point, anxiety peaks, and there’s no room left for choice. You end up picking up the phone and entering your card number. But did you know? Even if stock remains, these lines are used identically. It’s a classic marketing strategy to stimulate anxious feelings and boost sales. Let’s hear from host Yoo Nan-hee.

“People have a psychological tendency to make impulsive purchases, so we extensively research emotional appeals that can trigger that impulse.”

All the other kids are doing it

This anxiety-based marketing is repeated exactly in the private academy market for children. The claim that “all the other kids are going to academies,” the anxious parental fear that “only my child might be falling behind”—academy marketing aggressively exploits precisely this point. Parents aren’t unaware of this dynamic. They know that sending their child to a cram school brings them some peace of mind, while not sending them increases their anxiety. That’s why they send their children to cram schools, even knowing it’s unnecessary spending. Let’s hear directly from parents.

“Sending them to a cram school is the only way parents can feel somewhat reassured.”

“Not sending them makes me more anxious.”

“It’s unnecessary spending. Moms all know that.”

Ultimately, excessive spending on education and private tutoring stems from the anxious fear that one’s child might fall behind compared to others. Regarding this, Professor Kwak Geum-ju states:

“People who recognize they are overspending or in a state of shopping addiction are, in a way, fortunate. The problem lies with those who rationalize their behavior, remain unaware of how much they’re spending, and get swept up by marketers’ temptations. Such people can be seen as being in a state akin to slavery.”

Consumption born from such anxiety gradually drags us deeper into the world of overspending. What starts as an unplanned purchase becomes routine through repetition. At that very moment, we must pause and examine our own minds. We must ask ourselves: Is this purchase truly necessary? Am I in a state of anxiety? Or is someone intentionally making me feel anxious? This self-reflection is the most realistic starting point for breaking free from the vicious cycle of overspending.