Everyone has either said
themselves, or heard someone say, “Ugh I’ve had such a long week, I need some
major retail therapy.” Or at least,
we’ve all heard something closely along the lines of that. Until now, this statement was always thought
of as a silly, humorous phrase that had no factual evidence supporting the
therapeutic affects shopping may, in fact produce.
There are many famous movie scenes
that come to mind when the words ‘retail therapy’ are mentioned. Legally
Blonde, Confession’s of a Shopaholic,
Sex and the City, and Pretty Woman, are just a few titles. One of the most legendary makeover movie
scenes is from the ever so loved film: Clueless. Cher is upgrading Tai’s wardrobe and
describes shopping as an experience as something that could give “a sense of
control in a world full of chaos.” Is
there any truth to Cher’s favorite, expensive habit? Turns out that there is.
Researchers from the University of
Michigan published a study in The Journal of Consumer Psychology, which
concluded that retail therapy should no longer be overlooked. Studies prior to this one, discovered that
shoppers enjoy positive feelings when reflecting on a previous purchase, in
which that particular shopping trip had been motivated by a desire to repair a
mood. Until now, it was still uncertain
whether shopping provides any mental stimulus gain just by distraction, or the
elapse of time.
The researchers from the University
of Michigan conducted three experiments total.
For one of their experiments, men and women were split up into either ‘choosers’
or ‘browsers’ before looking at twelve different products. These products were of a variety ranging from
slippers to headphones. They were asked
to select four products. Choosers were
reportedly three times less sad than browsers, and 79% of choosers felt more in
control while choosing the products, compared to only 2% of browsers. The browsers were compared to the average
‘window shopper’; someone browsing products and store merchandise with no
intention of purchasing anything. The
choosers reportedly felt happier than their previous mood, slightly more
confident, and felt stress relief because they had freedom and control over the
situation. The browsers felt no
improvement in their mood, had no self-esteem of confidence boost, and felt no
sense of personal control. “Our experiments provided
support for the notion that making shopping choices helps to restore a sense of
personal control over one’s environment, and thus helps to alleviate sadness,”
the study said.
The discoveries from the study published in The Journal
of Consumer Psychology are news to us all.
Well, us shopaholics knew we weren’t lying when we swore retail therapy
would solve all of our problems. Well…
maybe not all of our problems.
No comments:
Post a Comment