Shopping therapy for a good mood. Retail therapy: shopping calms, but not for everyone and not always

Shopping therapy is a very real and reliable phenomenon. For purchases to have therapeutic effect, it is enough to love shops, have a sufficient amount in your pocket and enjoy endless fitting of clothes. American psychologists have long proven the fact that shopping therapy helps to improve mood as well as visiting a psychotherapist.

Conclusions regarding positive influence on the psyche of shopping therapy were published by researchers in the specialized American journal Journal of Psychology and Marketing ("Problems of Psychology and Marketing").

The essence of shopping therapy is that as soon as you see and want to purchase a certain item, you must act immediately. The effect is achieved due to the fact that at the moment of making a positive decision, endorphins are released into the blood of a person, and you feel an incredible rise and even euphoria. In general, psychologists who have conducted research assure that the purchases made (even the most spontaneous and unnecessary) have an absolute positive effect, as they lead to an increase in mood and leave no regrets or guilt.

However, there are limitations to everything. And so that shopping therapy does not turn into ruin and waste of the entire family budget, you should follow some rules.

1. Before you run to the store, make a shopping list. This will outline the ultimate goal of your shopping trip. And the achievement of the goal will bring inner self-satisfaction. Otherwise, you run the risk of acquiring something superfluous without leaving enough money for the essentials. It is fraught with depression and guilt.

2. Leave all credit cards and plastic bank cards at home. Take as much cash as you can afford to spend. Moreover, paper money gives the feeling of a real purchase, an exchange of a bundle of bills for a worthwhile thing.

3. Take your husband or girlfriend for shopping therapy, especially if you have big expenses. This way you will not experience the stress of hesitating about the purchase and will be able to reason soberly. Moreover, advice and an outside perspective is always helpful in making the final purchase decision.

4. Psychologists recommend indulging yourself from time to time with the so-called free shopping therapy. Just go shopping with no money. Try on any thing, examine, touch, smell, take pictures in it and ask the seller to put it off "for later." Perhaps the next day you will really come back for her with the money.

A person's self-esteem directly depends on both his knowledge and skills, and what he owns. Any purchase, spontaneous or deliberate, raises the consumer into own eyes and increases his self-esteem. Therefore, shopping therapy is enjoyable, improves mood and has an undeniable positive effect.

Opinions differ as to whether money can buy happiness. Some say that someone who swims in luxury will not be happy, while others argue that if money cannot buy happiness, then you are shopping in the wrong place. Shopping is actually a therapy and it is now scientifically proven. There is even a name for it - "retail therapy" when spending makes you happy. Buying a new pair of shoes, bags, or books can be stress-relieving, and you don't have to spend money on visits to therapists.

Here's strong evidence that shopping is the best medicine.

This is a workout

Would you rather sweat on the treadmill or move from door to door while moving your favorite trolley from one store to another? The latter option sounds better than going to the gym, doesn't it? Now think hard about which is best for you: renewing gym membership or shopping? You will most likely go to the nearest mall. Do not worry, because you have motivation - shopping, and you are on the move all day. This is a real endurance training.

You practice math

When you go out to the store to shop, you get a lot of chances to practice your math. You will have to add up the cost the total items you bought or see how much you saved. When a person is shopping, he always counts in his mind, and then mentally thanks his math teacher for such useful and instructive lessons. This way, every time you go shopping, do the math in your head. It should be noted that this good exercise for your brain.

Speaking of the brain! He remains active

When you go out shopping, do some kind of brain exercise, start thinking creatively. It is not surprising, because you need to choose the right clothes according to colors and styles. I have to remember if you have matching pair shoes for this new dress, read the information on the labels to find out everything about the product, or just think hard about what to buy. Sometimes you go out shopping for others, and your brain continues to remember the information you need, because in your mind you go through everything that they might like. At this time, the brain remains active, it does important things, and the stress simply disappears.

Relief from stress

The shopping process means that you stop thinking about all the bad things and just go shopping until you fall off your feet, enjoy the long-awaited pleasure, or run out of money on your credit card. Every time a person walks into a shopping center, he seems to be overwhelmed by a wave of positive. He relaxes and leaves all his worries in the parking lot. Even just walking along storefronts with 70% discounts or tempting offers, you experience so-called pleasant stressful experiences, this actually reduces the level of any experience. No matter what you buy, you get much better. You are actually redeeming yourself from stress.

More communication

V mall You can often meet your friends, acquaintances, neighbors, teachers, ex-boyfriends, and this means that communication awaits you, albeit not too long, but still it will be. You can meet an old friend, which is good, because unexpected meetings are always pleasant. You can chat for a couple of minutes about something interesting, rather than sit and gossip for hours.

Personal time

No matter how much or how often you interact with people when you shop, you will always find time for yourself, especially in the fitting room. There you can admire jeans for a long time, which finally fit. Shopping is something magical. You can completely focus on yourself, because, you see, this does not happen as often as we would like.

A new beginning with new things

Whenever there is a change in life, it makes us happy. For example, moving to another apartment means buying new furniture, new job means that you need to update your wardrobe, pick up shoes, bags and new accessories. Change is always for the better, so learn to be happy with change, but remember to buy new things.

Shopping allows you to distract yourself, you forget all the bad things that happened before. Remember, the world gets better and brighter when you shop.

I always see how sparkle and lively emotions appear in my eyes when buying beautiful sets of clothes. And at the end of the work, some ask the question - is shopping really so uplifting, gives a boost of optimism and brings joy?

In order to understand shopping therapy, I decided to conduct an analysis and publish my thoughts on my blog.

What is shopping therapy?

The official definition of this phrase on this moment no. However, even without referring to the definition of the word therapy, we intuitively understand that shopping therapy is a certain process that helps us alleviate or eliminate the symptoms or manifestations of some disease or pathological condition.

But what is this "disease"?

Psychological, of course! Bad mood due to the fact that you quarreled with your boyfriend, or maybe your boss is constantly dissatisfied with your work and, in general, your whole life is depression!

Does it feel familiar? In such situations, we need help. And how do we act in such a situation?

At first we get upset, sad .., but then without hesitation we buy the shoes we like spontaneously! And after a while, we understand that they do not like them at all! And the money is wasted. Not in vain! Consider that you went to a psychoanalyst and paid for his service. Yes Yes. Shopping can be compared to psychological relief.

A bit of history

Where and how the phenomenon of shopping therapy emerged is unknown. It seems to me that it is spontaneous and massive - foci of "infection" began to arise spontaneously.

By the time of occurrence, we can say the following.

Once shopping therapy is aimed at psychological relief, then, most likely, a massive need for it began to arise with an increase in the information flow, as well as the rhythm of people's lives. But both 100 and 1000 years ago, people liked to buy things. It could be a natural exchange, or it could be monetary.

However, in recent decades this phenomenon became widespread. Since shopping therapy is often associated with both financial resources and the availability of the purchased product on the market, in Russia this type of "treatment" began to be used on a large scale quite recently. More and more products appear on the market that are available different layers population. So, for example, an ordinary hair clip can be bought for 5 rubles, and you can buy it for 5000 rubles. It's just a matter of quality, design and brand. But the hair clip itself can be bought and, accordingly, the act of purchase can be made.

How does shopping therapy work?

It turns out it's all about endorphin - the hormone of joy. And in order to understand what role this hormone plays, you and I must understand how the acquisition process takes place.

According to psychologists, in order for the effect of shopping therapy to work, a person needs to feel all the stages of the buying process:

1. First, we come to a store without a specific purpose to buy something. We just come to buy. In this regard, it is a great therapy, since the client also comes to the store to buy something, but does not know exactly what.
2. The second step is determined by the problem of choice. A person comes to the store for a purchase, but does not know what he wants. He wanders through the shops, looks at shop windows and mannequins. The soul is asking for something, but what exactly? And finally, a glance among the whole mass of goods sees the Thing! Inside is heard - "This is it! This is what I need! " And just at this moment, the content of the hormone of joy - endorphin - rises in a person's blood. At this stage, the shopper can also help you. It is he who will tell you exactly where the THING thing is.
3. The third step is to pay for the purchase. At this stage, the level of the hormone in the blood may decrease, since everyone does not really like to go to the checkout and give their money. However, if you wish, you can smooth this moment. For example, take a limited amount of money in advance. And also, who knows the prices in stores and their assortment.

So, we can say that shopping therapy is a medicine. Like some drugs, shopping therapy has contraindications, recommendations for use, and addiction.

Contraindications to shopping therapy

Shopping therapy is contraindicated in cases where there is a possibility:

• Spend all the money at your disposal.
• Instead of therapy, joy and satisfaction, get a reason for frustration (for example, in the case of exchanging a large amount of money for a large number of absolutely unnecessary and inappropriate things).

To ensure that shopping therapy does not become addictive and does not give side effects, you must adhere to simple rules:

Addictive

When shopping therapy becomes a habit, it turns from the category of "drugs" into a "disease" called "shopaholism".

15 chose

When it is raining outside and summer is steadily coming to an end, I personally feel somehow sad. The main thing here is not to slip into despondency and, God forbid, to depression. But we women, and without any doctors, know how to cheer ourselves up and avoid stress, right? I suggest remembering shopping and other unusual and clean female species psychotherapy.

Shopping therapy

Legends and anecdotes about the love of women to make purchases. Some psychologists even assure that this passion has been inherent in us since ancient times: they say, women have always had a tendency to stock up on food and things for a "rainy day", and, it seems, by buying too much, we are still working out this historical program.

But you don't have to dig into ancient history to grasp the obvious fact: we enjoy making good purchases, especially if you managed to save money on them. American sociologists even calculated that, on average, women shopaholics are more confident, look slimmer and younger than ladies who avoid shopping. Of course, a large number of objections can be added to this research. But it's hard to argue with the fact that successful purchases cheer up, beautiful things make us more self-confident and distract from unpleasant thoughts. Indeed, instead of running through the details of your quarrel with your husband for the hundredth time in your head, it is much more pleasant to imagine where you will put on your new dress.

Of course, there is a very obvious love of shopping. back side: if this passion is too serious, it leads to a large number unnecessary things and an empty wallet. So therapy is a therapy, but you still need to control yourself.

the beauty

"It's so sad that I don't even know whether to drown myself or get a new hairstyle!"- this humorous phrase as a whole reflects a fairly widespread opinion that a woman, taking care of her appearance, is able to forget any problems. Of course, everything is not so primitive, but visiting beauty salons really lifts your spirits. The principle is very similar to shopping therapy: a change of image gives confidence, helps to look at problems in a new way, one might even say - "to begin a new life".

Aromatherapy

Aromatherapy is another good remedy to improve mood and combat stress. Citrus aromas will give optimism, Bad mood will drive away the aromas of cloves, jasmine and basil, sandalwood and bergamot will add inspiration.

Essential aroma oils can be diluted with water in an aroma lamp, sprayed around the room or added to the bath (only in this case, the oil must first be dissolved in milk or salt).

Music therapy

Music therapy is not a new invention at all, in different forms it has been used since ancient times. Good music can distract from bad thoughts, cheer up, relieve stress and even make you feel better. Each person himself knows which songs or compositions have a positive effect on him, and can create his own anti-depressive playlist.

In a word, listening to music is pleasant and useful. But it's even better if you have the appropriate skills, play it: play a musical instrument or sing. Then a creative component is added to the positive influence of sounds.

Dance therapy

Physical activity generally cheers up. A dancing is sport, creativity, and music, so there are many more pluses in dance therapy. This type of therapy is even used in some psychological trainings.

But simple dances, without training, cheer you up well. You can go to do them, or you can just dance in clubs, at home in free time or even dance while cleaning.

Professionals from different walks of life: psychologists, economists, stylists and retail directors - offer different explanations what happens to us when we spend money on our own well-being, but everyone agrees on one thing: it often works.

For example, William Arango, Director of the Ritz-Carlton, South Beach, Miami Beach, Florida, Spa and Retail Sector, is dedicated to helping people get back on their feet after life's most unpredictable turmoil. The goods and services of his hotel will allow anyone to start all over again - from a cancer patient to a person who has rolled down the career ladder. According to him, they are especially good at helping those who come to the hotel with friends after a difficult breakup with a girl or boyfriend, of course, provided that they are ready to invest in a new tracksuit and a program to improve their skin. “These people want to look and feel your best, ”says Arango. “And we help them with that.” But wait. If we’ve already screwed up and spend our hard-earned money, why not at least be sure that retail therapy will give us the best experience? Exploring the links between human psychology and real purchases, researchers have found isolated situations in which this form of treatment is unsuccessful. In addition, they discovered the shopping environment that we create ourselves that will allow us to spend money as efficiently as possible for our own moral well-being. “People are opportunistic by nature,” says Derek Rucker, professor of marketing at Northwestern University. (Northwestern University). Rooker conducted 120 experiments in which participants experienced situations that threatened either their mental abilities or social skills. “In my opinion, retail strategies should work under certain circumstances. But the risk always remains. ”The risk, it turns out, is that“ an item that we hope should help us cope with grief or loss may remind us of the situation that hurt us, ”says Rooker. This will surely happen if our purchase and the failure that befell us lie on the same plane, in which case we will definitely come home and whine further. So we are wasting money on a product that will only prolong our suffering, but if we go to a cocktail party and receive a couple of compliments on our new brown leather suitcase, we will take those words as an assessment of our professional qualities and skills. Then, very soon, we will be optimistic about building our careers, Rucker said. “Consumer products have many uses beyond their primary functional uses,” says Rucker. - They have and psychological value... In some cases, purchases made in the same product category remind us of failure. In others, on the contrary, they increase our self-esteem. ”But what if we buy something outside the area of ​​failure? Let's say new bike instead of a suitcase? “We're just going to be distracted,” says Rooker. “But we won't feel relief.” According to Dr. Frances Berman, licensed clinical psychologist As with excesses such as alcohol or sweets, retail therapy only works when there is a sense of proportion. Above all, pay attention to signs that you are overly addicted to shopping. For example, the fact that you hide your purchases in the closet and are afraid to open them clearly indicates your sense of shame. "There is something unhealthy about this," she says. Plus, on no account should we miss important events because of shopping. And along with your emotional health, you should consider your credit levels as well. “Every time you abuse something to forget about a problem,” Berman says, “you have a new one.” Financial literacy expert and author of Slim Body “Lean Body, Fat Wallet”, Ellie Kay, offers the so-called 3-O strategy “define, distract, save”, which avoids unwanted shopping. First of all, we draw in our minds an image of ourselves, taking into account all the requirements of financial discipline. Then, if we feel like going to the store, we set ourselves up for a cup of coffee or a phone call. Finally, we postpone any purchases, allowing ourselves to return to the store after 24 hours if the urge to buy the item has not disappeared. “You are what you think,” says Kay. “So if you think of yourself as someone who lives within your means, you will.” According to Bruce McClary, vice president of public affairs for the National Foundation for Credit Counseling, the problem is is that online shopping does not give us the opportunity to think about buying. As such, we must not store our credit card information or shipping address on e-commerce sites or use options such as one-click purchases. If you see something that you think is amazing, first add the product to your wishlist and only then to your cart. “Retailers have removed many barriers to the modern consumer. As soon as we want to make a purchase, it almost immediately ends up in our inbox, says McClary. - And these barriers are very important. After all, every time you enter additional data, you get time to think if you can afford such a purchase. ”Shop and have fun Are you using retail therapy to get rid of your anxiety? According to a study by Ebates.com, a company that provides cashback and other benefits to a variety of retailers, the likelihood is almost 100%. About 51.8% of American adults, of whom 63.9% are women and 39.8% are men, said shopping improves their mood. This is what they buy. Women: Clothes; Food; shoes; accessories; books / magazines. Men: food; electronics; music / films; accessories; games / toys. Brett Graff, translated by Irina Zayonchkovskaya.