The Sex - Each person must have a special
way when dealing with stress. One of them is to eat lots of food or a snack and
go shopping. Usually this is done by women.
But the people who experience this stress will be more selective when shopping for addressing the challenges that may occur in the future. This was revealed by a new study published in the Journal of Consumer Research.
The singer and presenter Tammy Faye Bakker once said, "I always say that shopping is cheaper than going to a psychiatrist."
"Consistent with the statement, this study also suggests that consumers use a variety of products to address the challenges to his self-image as well as to proactively protect themselves from potential future challenges," said researcher Soo Kim and Derek D. Rucker of the Kellogg School of Management, Northwestern University.
Retail therapy or retail therapy itself is a mechanism to cope with the stress that is already very common. After experiencing the stress that challenges the image of himself, consumers tend to increase consumption in order to divert attention and to "forget everything that happened."
But whether consumers shop for dealing with stress after the stressor is happening? The answer is no. Researchers found that consumers are also shopping proactive when faced with potential future challenges related to his self-image.
Even so, consumers tend to be very selective in choosing products that are specific to the potentially negative situations or negative response.
For example, a student may buy a bottle of 'Smart Water' before taking a math test. Of course assuming that the water can help him think and do the exam well. Or a customer who bought some expensive jewelry before attending high school reunion to avoid the perception that the consumer actually has not been successful or even unemployment.
Other examples such as you buy clothes from leading designers to attend important meetings that determine the future of the company.
Before receiving negative feedback, consumers choose to use products that are specifically intended to enhance or maintain self-image that may be under threat.
"But after receiving negative feedback, it seems that consumers would increase their consumption as a means to distract them from negative feedback," concluded the researchers as reported from health24, Thursday (06/21/2012).
But the people who experience this stress will be more selective when shopping for addressing the challenges that may occur in the future. This was revealed by a new study published in the Journal of Consumer Research.
The singer and presenter Tammy Faye Bakker once said, "I always say that shopping is cheaper than going to a psychiatrist."
"Consistent with the statement, this study also suggests that consumers use a variety of products to address the challenges to his self-image as well as to proactively protect themselves from potential future challenges," said researcher Soo Kim and Derek D. Rucker of the Kellogg School of Management, Northwestern University.
Retail therapy or retail therapy itself is a mechanism to cope with the stress that is already very common. After experiencing the stress that challenges the image of himself, consumers tend to increase consumption in order to divert attention and to "forget everything that happened."
But whether consumers shop for dealing with stress after the stressor is happening? The answer is no. Researchers found that consumers are also shopping proactive when faced with potential future challenges related to his self-image.
Even so, consumers tend to be very selective in choosing products that are specific to the potentially negative situations or negative response.
For example, a student may buy a bottle of 'Smart Water' before taking a math test. Of course assuming that the water can help him think and do the exam well. Or a customer who bought some expensive jewelry before attending high school reunion to avoid the perception that the consumer actually has not been successful or even unemployment.
Other examples such as you buy clothes from leading designers to attend important meetings that determine the future of the company.
Before receiving negative feedback, consumers choose to use products that are specifically intended to enhance or maintain self-image that may be under threat.
"But after receiving negative feedback, it seems that consumers would increase their consumption as a means to distract them from negative feedback," concluded the researchers as reported from health24, Thursday (06/21/2012).
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