NEUROMARKETING COMPULSIVE HOARDING

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1 International Journal of Mechanical Engineering and Technology (IJMET) Volume 9, Issue 13, December 2018, pp , Article ID: IJMET_09_13_003 Available online at aeme.com/ijmet/issues.asp?jtype=ijmet&vtype= =9&IType=13 ISSN Print: and ISSN Online: IAEME Publication Scopus Indexed NEUROMARKETING COMPULSIVE HOARDING Dr. Raghuvaran Research Scholar, VIT Business School, VIT University Vellore-14, Tamilnadu. India Dr.S.Gomathi Senior Professor, VIT Business School, VIT University Vellore-14, Tamilnadu. India ABSTRACT Neuromarketing has recently developed theory and the methods applied to answer for questions about decision making, choice, preference, risk and happiness. neuroeconomics, studies about the neural functioning and its implications for economic and consumer behavior. In this paper neuroeconomics key developments are related to consumer decision-making, could be applied with important managerial, policy and academic implications. Decision-making is a fundamental part of human behavior. And influence our health, well-being, finances, and future prospects among other things. Researchers are interested in why we make the decisions we do, especially decisions do not appear rational or to benefit us in the long run. Other disciplines, such as psychology and cognitive science, have tried to answer the question of why people act the way they do. Keywords: Neuromarketing, Neuroeconomics, Functional Magnetic Resonance Imaging (FMRI), Steady state topography (SST) Cite this Article: Dr. Raghuvaran and Dr.S.Gomathi, Neuromarketing Compulsive Hoarding, International Journal of Mechanical Engineering and Technology, 9(13), 2018, pp et/issues.asp?jtype=ijmet&vtype=9&itype e=12 1. INTRODUCTION The new field Neuro marketing studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli in marketing research. technologies such as functional magnetic resonance imaging (fmri) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) are ued by researcher to measure activity in specific regional spectra of the brain response, and sensors like biometrics are used to measure changes in one's physiological state, including (heart IJMET/index.asp 20 editor@iaeme.com

2 Dr. Raghuvaran and Dr.S.Gomathi rate and respiratory rate, galvanic skin response) to study morea bout why consumers make the decisions they do, and what part of the brain is telling them to do it.in a society that spends an average of over $800 per person on holiday shopping, contributes consumer spending to 70% of the gross domestic product, and has the lowest savings rate in the world at 0.4%,4 it is easy to recognize America s obsession with objects. Advertisers are masterminds at creating a nexus between what is necessary and what is desired while manipulating consumer anxiety to drive demand for products. not surprisingly; many Americans feel an attachment to their possessions. Hoarders require an accommodation that is tailored to the source of the mental disability, not a transitory solution. Compulsive hoarding is defined as the acquisition of, and failure to discard possessions that appear to be useless or of limited value; living spaces sufficiently cluttered so as to preclude activities for which those spaces were designed; and significant distress or impairment in functioning caused by the hoarding. 11 This definition identifies four factors fundamental to compulsive hoarding: 1) excessive acquiring; 2) difficulty discarding; 3) cluttered living spaces; and 4) having significant impairment or distress. Attributes of Compulsive Hoarders Hoarders excessively acquire items through either buying more than needed at flea markets, yard sales, or stores or by collecting free items like discarded newspapers or objects from the trash.13 A key feature of the acquired objects is that they appear to have little or no value to the outside observer. Hoarders, on the other hand, see almost all of their possessions as having a potential use. Animal Hoarding: A Variant of Compulsive Hoarding A variant of compulsive hoarding animal hoarding involves those who collect, but do not care for, a great number of animals.40some health concerns for animal hoarders are catching zootomic diseases, which can spread from animal to human, and living with poor air quality arising from the accumulation of ammonia and bioaerosol from decaying animals and their waste. Although the threat to human health is severe, the animals themselves do not escape the danger. 2. COMPULSIVE HOARDING UNDER THE DSM-5 An important step toward beneficial treatment for mental disorders is a listing in the Diagnostic and Statistical Handbook for Mental Disorders ( DSM ), because accurate diagnosis leads to appropriate treatment. 53 Published by the American Psychiatric Association ( APA ) the DSM provides a common language for diagnosis of mental disorders.54 It describes the symptoms and criteria for mental disorders to ensure accurate diagnosis.55 The DSM is important to the legal process, and if a person s mental state is at issue, the attorneys or the courts turn to mental health experts, and they usually call upon them for a diagnosis. 3. LITERATURE REVIEW (Rex, 1998)How having a parent with a mental illness effects other family members It has been well documented that having a family member who suffers from a mental illness puts additional stress and unique burdens on relatives living with them (Stengler-Wenske et al., 2006). Children tend to become parentified and take on responsibilities that are far beyond their developmental level. When not only children but other relatives take on the responsibilities of the loved one suffering with a mental illness, they do so at some detriment to their own physical and/or mental health (Geffken et al., 2006). (Neziroglu, 2004)The IJMET/index.asp 21 editor@iaeme.com

3 Neuromarketing Compulsive Hoarding impacts on family members of those affected by obsessive compulsive disorder (OCD) seem to take these eventualities a step further. What seems to differentiate a family coping with OCD from one coping with a different type of mental illness is the inextricable way in which they become ensnared by the illness. In one study, close to 75% of relatives (of patients with OCD) reported participating (at least minimally) in rituals, avoidance and/or modifying their behavior to accommodate their loved ones symptoms (Stengler-Wenske et al., 2006). Frequently, prolonged exposure to and eventual participation in a loved one s struggle with OCD can have both external and internal ramifications. (Nichols, 2001) Externally, there can be, amongst other things, loss of income, loss of privacy, loss of pleasure and freedom and disruption of normal family activities (Cooper, 1996). Internally, exposure and participation can result in losses of self-esteem, control, hope, security, pleasure in a child s success and a positive sense about the life of the family (Cooper, 1996). 10 Traditional treatments for OCD have been medication (selective seratonin reuptake inhibitors) combined with cognitive behavior therapy (CBT). The addition of exposure and response prevention (ERP) has lead to higher rates of treatment response (Renshaw, 2005). Despite a recognized treatment protocol and occasionally encouraging results, up to 25% of OCD patients do not respond to treatment, and large numbers relapse after initial treatment response, particularly after stopping medication (Renshaw, 2005). Because family members play such a large part in the maintenance of this illness, researchers are now looking into how to use the family system to influence treatment and maintain positive treatment results (Renshaw, 2005). (Renshaw, 2005)In recent years, the issue of compulsive hoarding has gained increased attention due largely to media coverage of seemingly extraordinary cases like the ones discussed in the beginning of this thesis. Of particular interest to me was the discovery that up until the 1990 s there had been virtually no research done on the subject whatsoever. Randy Frost and colleagues have since led the effort in investigating compulsive hoarding. They have discovered specific character traits common to hoarders (Frost et al., 1996), developed a measure for hoarding behavior (Frost, Steketee& Grisham, 2003), made a link with compulsive hoarding and compulsive buying (Frost, Steketee& Williams, 2002) and illustrated how compulsive hoarding extends into the community (Frost et al., 2000). Saxena and colleagues are leading the current effort in the investigation of whether hoarding behavior might be related to specific neurological characteristics (2004) by identifying what a hoarder s brain activity looks like. Finally, compulsive hoarding is most frequently considered to be a component of OCD, although it is actually 11 listed in the DSM-IV-TR as a component of obsessive compulsive personality disorder (OCPD) and absent in OCD (American Psychiatric Association, 2000). (Saxena, 2002)Compulsive hoarding is not typically presented for therapy by itself. It is more frequently associated with Obsessive Compulsive Disorder (OCD) (Frost et al.,1993) and Obsessive Compulsive Personality Disorder (OCPD) (American Psychiatric Association, 2000),as well as Anorexia, Schizophrenia, Dementia, Autism, Schizotypal Disorder (Kaplan et al., 2004), PTSD, Major Depression (Frost et al., 1996) and Attention Deficit/Hyperactivity Disorder (Hartl, Duffany, Allen, Steketee& Frost, 2005). The importance of inquiring about potential hoarding tendencies when seeing clients with these co-morbid diagnoses should be evident. 4. RESEARCH METHODOLOGY Conceptual analysis of data gained has been used in attaining all the answers common for each group patterns that influence decision regarding the purpose of buying a new house. Research talks about the search for knowledge. Research can also be explained as a scientific IJMET/index.asp 22 editor@iaeme.com

4 Dr. Raghuvaran and Dr.S.Gomathi and systematic search for obtaining information on a particular topic. It is also called as an art of scientific research. By taking the help of scientific procedures the present research tries to investigate the main features of neuro marketing. 5. QUANTITATIVE VS. QUALITATIVE Quantitative research may be measured in terms of quality or amount. it is relevant to the phenomenon that can be stated in the manner of quantity. Otherwise, Qualitative research is involved with qualitative phenomenon such as phenomena relating to or involving quality or kind. Motivation Research is considered as an important thing for investigating the reasons for human behavior such as why people think or do certain things. Research methodology of this report requires secondary sources available and is of qualitative approach. 6. ANALYSIS According to s survey, done by international OCD foundation 700,000 and 1.4 million people in the United States will follow compulsive behavior. Hoarding is explained by Mayo Clinic as the excessive collection of items and also with the inability to discard them. Hoarding creates limited living conditions and homes filled to capacity. Many homes will have small pathways through the house that wind through stacks of clutter. The Mayo Clinic states that hoarding is also a symptom of obsessive compulsive disorder. Generally, OCD-related symptoms will not be seen in people accumulate. Researchers are trying to keep more efforts to understand this disorder and prove it as a mental health problem. Hoarding creates personal complications comprising of posing health risks and unsanitary living conditions. Hoarding can hold up with performing daily activities such as cooking and bathing. Above all, the clutter is a fire hazard and safety. Business may also get affected through hoarding. Compulsive keepers often misplace files, poor sense of time and are absent frequently. They struggle with instructions have a hard time making decisions and miss important deadlines. These problems create havoc in the workplace and reduce productivity 7. RISK FACTORS Hoarding can affect everybody along with sex, age or economic status. Since the common hoarding is studied by few people only it is hard to explain. Age- in the adolescence age Hoarding will occur and may increase with age. Family history_ family members how has hoarding will be affected more. Some people start to hoard after experiencing a stressful life event they find difficult to cope with, such as the death of a loved one, losing possessions in a fire and clivorce eviction. Social isolation_ incase if the people are isolated or lonely then by withdrawn the hoard. Perfectionists are the people who hoard. They make a right decision regarding what should be done with each possession. The process of trying to decided what to do with possessions may create distress.hence they above making decision and keep everything instead. 8. PREVENTION AND TREATMENT It now who hoarding can be caused is investigated but the prevention is not investigated yet. Mayo Clinic stated incase if there is any problem with clutter it is advised to meet a doctor. this problem arises in the teenage years. If you or a loved one has symptoms of hoarding, talk with a doctor or mental health provider. Some communities have agencies that can help you locate resources in your area. It may be difficult to do, but contacting local authorities such as police, fire, public health, or animal welfare agencies may be the best choice, especially when health or safety is at risk. IJMET/index.asp 23 editor@iaeme.com

5 Neuromarketing Compulsive Hoarding 9. CONCLUSION Neuro economics offers the potential for insights into the neurological processes that underlie human and animal behavior. Using experimental methodologies combined with imaging and other neuroscience tools can better help us understand the mechanisms of decision-making, choice, preference, risk seeking or avoidance, valuation, bias, weighting, conflict, gain and loss. While neuro economics as a field of study is in a relatively early phase, there are a growing Page 24 of 36 numbers of researchers who are establishing new theoretical constructs that could potentially inform economics, behavioral decision theory, management, marketing, and psychology. Within neuro economics, there are a number of intriguing areas of research that have not yet been fully explored and could prove of further interest. Such future areas of research might include: - How do neural systems work together to create decision-making behavior? How wide is the variation in brain patterns between different population groups? o subgroups (age, race, gender, individual variation) o vulnerable populations - How do cultural differences between population groups demonstrate differential neural response to experiments in judgment, choice, conflict, risk, etc. - How does free will play into neural responses to decision-making variables? - What factors influence the development of addictive behavior and what factors could act to discontinue these addictions? While the application of neuro scientific methods to economics and other related fields may cause continuing controversy and debate among scientists and the public, the results gleaned thus far from neuro economic research have revealed valuable insights into the neural substrates that affect human and animal decision-making. It seems reasonable to think that these insights may allow for new, more revealing models of decision-making that will take into account the underlying neurological mechanisms that drive behavior, emotion and choice. REFERENCE [1] Marsh, D. T. (1998). How to cope with mental illness in your family. [2] Neziroglu, F. B.-T. (2004). Overcoming compulsive hoarding. Oakland. [3] Nichols, M. P. (2001). The fundamental concepts of family therapy. [4] Renshaw, K. D. (2005). Involving family members in the treatment of OCD. [5] Saxena, S. M. (2002). Obsessive-compulsive hoarding: symptom severity and response to multimodal treatment. IJMET/index.asp 24 editor@iaeme.com