Why People Engage in emotional Shopping
Telemundo News reported that 36% of people in the US got into depth over the holidays averaging $1028 in 2023. These statistics seem to be similar in 2024. People might say, “Well this is reasonable, is the holidays.” The issue is many people do this all year long and engage in emotional shopping, which refers to the act of purchasing goods or services as a way of coping with emotions, such as stress, sadness, or boredom. This behavior has been studied extensively over the past decade, with various psychological, cultural, and economic factors influencing why people engage in it. Below are some key reasons.
1. Emotional Regulation and Coping Mechanism
Emotional shopping is often used as a coping strategy to manage negative emotions. When people experience stress, sadness, or anxiety, shopping may offer a temporary sense of relief, distraction, or even a mood boost. Research suggests that material purchases can trigger positive emotions, such as excitement or satisfaction, which serve to temporarily improve an individual's mood or emotional state (Hirschman & Holbrook, 1982; Raghunathan et al, 2006).
2. The Role of Advertising and Marketing
Modern advertising often plays on emotional triggers, creating advertisements that appeal to desires, fears, or insecurities. For example, ads often suggest that purchasing a product will lead to happiness, success, or social approval. Studies in the last decade have found that marketing campaigns are increasingly designed to resonate emotionally with consumers, leading them to make impulse purchases as a way of fulfilling these desires (Feng et al, 2023)
3. Online Shopping and Immediate Gratification
The rise of online shopping platforms, especially with the ease of mobile shopping and targeted ads, has made it easier for individuals to engage in emotional shopping. The instant gratification that comes from online shopping (e.g., clicking "buy now" and receiving a product within a few days) provides emotional fulfillment, which can be particularly appealing when someone is feeling down or stressed. The ability to shop 24/7, especially during moments of vulnerability, has led to increased impulse buying and emotional purchases (Forbes, 2023; Discover Magazine, 2022).
4. Consumerism and Identity
People often engage in emotional shopping to shape their identity or express their individuality. In the modern consumer society, the things we buy are often seen as reflections of who we are, or who we want to be. In this context, emotional shopping is not just about acquiring a product; it’s about seeking identity validation, self-expression as well as following the current trends (Gabriel, 2024).
5. Stress and Emotional Triggers
Stressful life events, such as job loss, relationship problems, or personal setbacks, can lead to emotional shopping to escape or manage these difficulties. In stressful situations, people often feel a sense of loss of control, and powerlessness, and shopping can provide a sense of control over their lives. Research has shown that retail therapy is commonly employed by people facing stress as a way to temporarily lift their spirits, even though the long-term effects of such behavior are often negative, including financial instability or regret (Cleveland Clinic, 2024).
Conclusion
Emotional shopping is a complex behavior influenced by psychological needs, marketing strategies, social media dynamics, and the modern consumer culture. Over the last decade, research has increasingly highlighted the connection between emotional well-being and shopping, showing how people turn to material goods to cope with or alleviate emotional states. However, while it provides temporary relief, the long-term impact of emotional shopping may lead to negative outcomes, such as financial stress, buyer's remorse, or family problems.
References
Cleveland Clinic (2024). /Health Conditions/Brain & Nervous SystemWhy Retail Therapy Works So Well
Discover Magazine, (2022). Have We Come to Rely on Instant Gratification? | Discover Magazine
Feng, Z., Al Mamun, A., Masukujjaman, M. & Yang, Q. (2023). Modeling the significance of advertising values on online impulse buying behavior. Humanit Soc Sci Commun 10, 728. https://doi.org/10.1057/s41599-023-02231-7
Forbes (2023). How Retailers Can Navigate A World Of Instant Gratification
Gabriel, R.(2024). How Do We Form Identities in a Consumer Society? | Psychology Today
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101.
Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products. Journal of Marketing, 70(4), 170-184.
Telemundo, (2024). El 36% de los estadounidenses se endeudó en los festivos este año, según una encuesta. Estos consejos pueden ayudarlo
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