Psychosocial approach : Since the 1980s a significant increase in the number of people with important problems of lack of control in shopping and spending has been established. Given the fact that this increase was parallel with the spreading of the values and behaviour of the consumer society, these disorders started to be considered as an individual manifestation of a general social problem. A model taking this approach was one by Javier Garcés and Alejandro Saucedo, who regard shopping addiction as "the tip of the iceberg” that is, the most intense manifestation of a general problem which affects, to a greater or lesser extent, a great deal of the population. The behaviour differences between the average consumer and the shopping addict are more quantitative than qualitative. Advertising and commercial influences, which cause in some people serious problems of shopping addiction or excessive indebtedness, also contribute to excessive consumer behaviour in many others. This model is graphically described by the “consumerist pyramid”. Another model is the one defended by Helga Ditmar, which could be classified as a mixed model, since she considers that shopping addiction problems are caused by the conjunction of two factors: a high level of materialism and a high discrepancy between the real self-concept (how the person sees themselves) and the ideal self-concept (how the person wishes to see themselves).