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Your Brain on Shopping
It’s a hunt. It’s therapy. It’s a way of life. But has it gotten out of control?
AIMEE LEE BALL investigates why we spend the way we do.
Alas, our romance with shopping seems to be coming to an end – or at least it’s up for careful reevaluation. According to research from Stanford University, more than one ∈20 adults are compulsive shoppers, purchasing things they don’t need, use, or even want. That’s because shopping, once devoted to procuring necessities, has come to fill multiple emotional needs – it’s entertainment, a bonding activity, a sport, a form of self-expression, and, quite often, a means of solace. “These days what you buy is a way to connect to others and showcase your personality and values”, says Kit Yarrow, PhD, professor of psychology and marketing at Golden Gate University ∈San Francisco. So what happens now when more than five million people have lost their jobs since December 2007, and many of us are trying to curb our enthusiasm? Ironically, “when people feel economically insecure, they tend to reassure themselves by shopping,” says George Loewenstein, PhD, professor of economics and psychology at Carnegie Mellon University ∈Pittsburgh. The thinking is: If I were economically secure, I would go shopping, so if I’m shopping, I must be economically secure. And that’s just one thing to be aware of as you head for the mall. Here are a few others.
The Oprah Magazine, July 2009, page 96.
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