Very keen on being spoiled regularly (4)
I believe the answer is:
sold
'very keen on' is the definition.
'spoiled regularly' is the wordplay.
'regularly' means one should take alternating letters (regularly take one letter, leave next etc.).
The alternate letters of 'spoiled' are 'SOLD'.
'being' acts as a link.
(Other definitions for sold that I've seen before include "Marketed" , "Traded" , "Handed over for money" , "Disposed of for money" , "Pushed" .)