Initiation

• Most people shop: learning approach suggests that beginning of shopping addiction may be direct experience of having good time shopping
• Role models and vicarious reinforcement: occurs when a learner observes a model's behaviour being rewarded

  ·         If you observe role models enjoying shopping and its outcomes, you are likely to experience vicarious reinforcement

  ·         Observer indirectly experiences the benefits or see’s the advantages of shopping through the model, which may trigger the desire to shop
• Celebrities and adverts:

  ·         Advertisements display characteristics presenting enjoyment, pleasure or success from the product

  ·         Celebrities are effective models because of their association with success and glamourous lifestyles

  ·         If an observer identifies with a celebrity, they are likely to imitate their behaviours, like shopping.