Could your shopping addiction be fueled by something as simple as the weather? It’s possible! I know everyone is looking for ways to stay cool during the blistering heat wave that has settled over the country. If you are like me, and as the heat index peaks over 100 degrees day after day, one of those ways to stay cool involves walking around your favorite store.
It’s cool, it’s bright, store employees smile and greet you, there’s music playing…. Let’s face it, it’s fun to browse and look at the new items because you are relaxed and comfortable. And that’s where you can run into trouble. For those who have a shopping addiction this can spell disaster.
Shopping Addiction? Don’t Shop When You Are Relaxed!
That’s because relaxed consumers consistently over-value, and spend more money buying stuff they really don’t need, according to a new study in the Journal of Marketing Research. How much? The study shows about 10 percent. Ouch. That’s as tough on your budget as the heat is on your body! It’s no wonder more and more stores are spending money to spruce up their atmosphere and add appealing amenities such as snack bars and coffee shops. Many Target stores have added a Starbucks inside their buildings….and who doesn’t feel more relaxed when you are sipping a tall frapuccino? Those with a shopping addiction, beware!
In six experiments, researchers used videos and music to put their subjects into relaxed or un-relaxed states of mind. The subjects were then asked to value a wide range of products, ranging from digital cameras to ice cream. There were even a few uncommon items thrown in, such as bungee jumping lessons. In all six experiments, the relaxed people valued products far higher than the un-relaxed people.
Why? Professor Michel Pham from the Columbia Business School says relaxed people let their guard down, feeling as he says, “no threat in the environment”. And that makes sense. If you’re not worried about threats, even threats to your wallet, your decision-making will be affected and you are more willing to pay more for something without questioning it. In addition, Dr. Pham says relaxed people also value products on an abstract level: “This digital camera will collect some wonderful memories,” or “it’s been a rough week, the ice cream will be a nice treat,” as opposed to “the ice cream has calories I don’t need but I’m working out tonight so it’s ok” or “This digital camera has a long battery life and fast shutter speed.”
So the next time the temperature climbs and you duck into your favorite store to cool off, don’t let the air conditioning, happy employees or nice music fool you. Get relaxed, but then think twice before buying something. Learn more about how to recognize the warning signs of a shopping addiction. You don’t have to be tense to go shopping successfully, but you should be aware of not falling into a trap that could feed a shopping addiction!
photo credit easyshoppingdirectory.info
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