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 How true are these statements? “I’m depressed that’s why I’m shopping… Errr, this head aches! I need a dose of shopping…” Women and shopping go together. Splurging in malls after a tough day at work offers a bit of “retail therapy” for many Filipinas and most of the women around the world. It has offered the ultimate salvation from the stresses of modern living. And it’s believed to have emotional cure-all for lonely hearts and wandering souls. “If you’re not feeling your best, or having an ‘ugly day,’ a new pair of pants, a sey shirt, or necklace or cool handbag can be a great lift,” enthuses Maricris Monon, owner and President of Girlush. The theory of myth: Shopping makes you feel good. By feeling good, tension is released and you are relaed. Psychologist have long been aware of the link between emotions and spending behavior. But there’s been little in-depth research on the topic in the country. Until recently, Powerbooks invited me in the launching of Why We Buy: The Science of Shopping by the New York bestselling author Paco Underhill. Also in the same event, we had a two-hour forum on Changing the Way We Shop which journalists, psychologists, and marketers took active participation. |
 In the book, Underhill says, “Shopping has always been a form of therapy, and I think this has both positive and negative implications.” He narrates, “Women get an enormous amount of pleasure from the act of looking (which eventually leads to buying), and it’s an escape.” Dr. Zenaida Penaranda of U.P Open University affirms to Underhill and explains that problems start to set in when lured by tempting a display and wonderful picture of the model in the poster. The theory of truth: Some people’s (not just women) shopping habits may require professional therapy. Known as “shopaholics” or “problem shoppers”. These people find shopping irresistible, often spending beyond their means on stuffs they don’t actually need and buying things simply to improve their mood. Next Page > |
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