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Emotional buying
Psychologieab 5 J.
Shopping as a mood booster: “retail therapy”. In the short term shopping lifts your mood, in the long term it leads to money problems and a guilty conscience.
Emotional buying means buying things to feel better – not because you need them. When shopping, the brain releases dopamine, creating a short-term feeling of happiness.
Typical triggers:
• Stress and feeling overwhelmed
• Boredom
• Sadness or loneliness
• Low self-esteem ("If I wear this, I'll feel better")
Better alternatives: a walk, sport, meeting friends, getting creative. These activities also produce dopamine – but cost nothing and leave no guilty conscience.
Did you know? About 40% of all retail purchases are impulse buys. Supermarkets deliberately place products at the checkout and at eye level to encourage emotional purchasing decisions.
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