This chapter focuses on compulsive buying, primarily aiming to clarify when and how marketing actions influence this behaviour along the consumption continuum. Through a narrative review of studies from marketing and consumer behaviour scholars, the chapter offers both descriptive and content analyses of previous research. While its central objective is the “when” and “how” questions, this chapter also represents the first attempt in over a decade to systematise the literature on compulsive buying from a marketing and consumer behaviour perspective. Thus, it also provides a comprehensive overview of the main research streams and identifies areas that warrant further scholarly exploration.