Ahmedabad Man's Retail Therapy Spiral Leads to Compulsive Buying Disorder Diagnosis
Ahmedabad: Retail therapy is often seen as a harmless way to lift one's spirits, but for a 40-year-old man from this city, it escalated into a serious mental health condition requiring clinical intervention. What began as casual online shopping transformed into an uncontrollable urge, leading to a diagnosis of compulsive buying behavior (CBB) and an innovative treatment approach.
From Casual Shopping to Compulsive Urges
The man, who works in the financing business, initially spent around Rs 5,000 per month on online purchases. Over six months, this amount skyrocketed to over Rs 25,000, driven not by necessity but by an irresistible impulse. He found himself buying items like a Rs 500 pen and a Rs 90,000 mobile phone—products he neither needed nor particularly desired beyond the moment of purchase.
"He would open an app, see a product, and feel compelled to purchase it right then to feel good," explained psychiatrist Dr. Chintan Panchal of Civil Hospital. "The relief came from buying, not from owning." This pattern highlighted a key distinction: his actions were motivated by the act of acquisition rather than any practical use or enjoyment of the items.
Diagnosis and Treatment Shift
Doctors discovered that the patient had a history of obsessive-compulsive disorder (OCD), undergoing treatment for several years. However, upon closer examination, they determined that his shopping behavior was not an extension of OCD but a separate condition known as compulsive buying behavior (CBB). This case was significant enough to be documented in the BJ Medical College journal, BJKines.
When standard medications proved ineffective, the medical team pivoted to a novel strategy. They utilized a molecule typically employed for Protein Kinase C (PKC) inhibition to target the CBB directly. "Within a short period, the man's buying pattern changed: fewer purchases, more deliberate choices, and a noticeable drop in the tension that drove his earlier decisions," added Dr. Panchal, who co-authored the case report with Dr. Urvika Parekh.
Rising Trend in Compulsive Online Buying
This incident is not isolated. Psychiatrists in Ahmedabad report a surge in similar cases, particularly among younger and middle-aged individuals, over the past year. On average, experts are seeing three to four such cases weekly, often co-occurring with anxiety, depression, or OCD.
"Since Covid, compulsive behaviors have increased," noted Dr. Minakshi Parikh, dean of BJ Medical College and head of psychiatry at Civil Hospital. "Today, everything, from groceries to gadgets, is instantly accessible. Discounts and 'buy now, pay later' options make it easier to act on impulse. It works as a quick self-soothing mechanism, but it has financial and psychological consequences."
Challenges in Recognition and Treatment
One major hurdle is that compulsive buying often goes unrecognized. "Patients rarely come in identifying shopping as the issue," said Dr. Ajay Chauhan, medical superintendent at the Government Hospital for Mental Health. "In the majority of cases, counsellors have to question the patient on specific details, as it is not seen as a 'problem' till it starts taking a toll on family finances."
In severe instances, spending can escalate rapidly. Psychiatrist Dr. Hansal Bhachech cited a teenager who spent Rs 1.25 lakh in just half an hour using a credit card. Among younger adults aged 25-35, the concept of 'self-gifting' often plays a role, with purchases framed as rewards for achievements or coping mechanisms for stress.
Underlying Mechanisms and Interventions
Doctors point to a behavioral loop reinforced by phone addiction and instant gratification. "It's a repeating cycle driven by the brain's reward system," explained Dr. Pradip Vaghasiya. "There is an imbalance in serotonin and dopamine levels, which keeps the person seeking the same feeling again."
Treatment typically involves a combination of counselling, such as cognitive behavioral therapy, and medication. Family support is crucial in monitoring and sustaining changes. This comprehensive approach aims to break the cycle and address the root causes of compulsive buying behavior.
The case from Ahmedabad underscores the growing mental health challenges linked to digital consumption and highlights the need for increased awareness and tailored interventions in an era of easy online access.
