The concept of Consumer Hypnotic-Like Suggestibility (CHLS) refers to a state in which customers are likely to respond positively to marketing strategies and make unplanned purchases. Growing rates of compulsive purchasing are noted by Prete, Guido, and Pichierri, who conducted a study with 233 participants and found that environmental stimuli created by marketers impact buying and affect customer susceptibility. For instance, in the Estonian market, eight percent of customers are prone to making compulsive purchases caused by materialistic features.
As a critique of this theory, it is important to note that it focuses only on those customers who receive great pleasure from shopping. In addition, this category of customer is quite rational in their use of credit cards, which shows their awareness of the psychological aspect of paying by card. Another limitation of the theory is that there is little research on it. Needs for future study include identifying any distinctions between the customer behaviors of men and women or various age groups and so on.