Shopping Part 2: Emotions

This is the second post in a three part series about shopping. The first post was about shopping and women

We may like to kid ourselves that we are grown-ups, that we never suffer from a toddler style temper tantrum in the middle of the shops. Well, we may be better at internalising that emotion, but I think that it is definitely still there in all its intense glory.

Oh yes, whether we are happy or unhappy, research shows that we make decisions based on our emotions. Antonio Damasio, a professor of neuroscience, found that people with brain injuries who become unable to perceive or experience emotions also find it hard to make any decisions. They can’t shop.

Cheering ourselves up

Unhappiness can trigger shopping. 79% of women in this survey said that they shopped to cheer themselves up. Unfortunately for those of us trying to cut back, it really does work; the nucleus accumbens, which is associated with pleasure and reward, lights up as people consider a purchase. A Harvard study by Dr Jennifer Lerner found that after watching a sad video, people were willing to spend more on items, possible as an attempt to elevate their own self worth. Advertisers have certainly tried to push the notion of purchases making people happier, from Starbucks learning your name to this dubious example (guys...a hoover will NOT make her happy)

Happy Shoppers

Unfortunately, whilst we may be aware that we are ‘vulnerable’ to random shopping when we are feeling a little down, that doesn’t mean you are safe when you are happy! Over half of women shop when they are feeling happy. It seems that purchases can help to neutralise our emotional states. I’ve certainly felt a buzz of tension release from buying something as small as a magazine.

Tricks of the frugal

Are you confused? I’m confused. Well if you really do feel like shopping is a problem, think back the the toddler having a tantrum. The ability to regulate emotions is crucial for our wellbeing. As we grow up (shh don’t laugh), we learn how to cope with overwhelming emotions in more acceptable ways than tantrums. But once you realise that you are using shopping as a coping mechanism, you can detach yourself from the ‘stuff’ you are about to buy and realise that you are just about to have a temper tantrum, or to jump for joy. Both of which would be more constructive if you really don’t need that stuff. Not to mention more fun! AAAAAAAA!