Online Red live with goods often around the ear, “lipstick brother” Li Jiaqi a “OMG”! It has led to the prosperity of live selling industry. As consumers’ desire to buy is quickly ignited, the phenomenon of impulse consumption is becoming more and more common, “how can I not control these hands?” This is the most common interpretation of impulse by modern people.
people usually think that impulsive consumption is exclusive to women, but many studies have pointed out that the incidence of impulsive consumption is almost the same between men and women. In the underdeveloped era of online shopping, impulse shopping is more common among women because shopping is the “specialty” of women; however, as online shopping becomes simple and fast, the incidence of impulse consumption in men may be higher and higher.
men, women, old and young will fall into the trap of impulse consumption. But how come there’s no money? In the upsurge of national consumption, we help you to open up the third eye to distinguish right from wrong. Today, let’s share some psychological knowledge about shopping and be rational consumers in a complex era.
we generally believe that people are more likely to “buy and buy” when they are in a good mood, but the real situation is just the opposite – “chopping hands” is the most common behavior when people are tired. To understand this phenomenon, we should start with the classic “carrot experiment”.
the designer of the “carrot experiment” is Roy Baumeister, an American psychologist. He asked a group of students to come to the laboratory hungry and randomly divided them into three groups, and then asked them to do geometry problems. But these problems are actually unsolvable. The experiment measures how long they are willing to stick to the problems before giving up.
the students in the control group did the questions directly, and each of them persisted for 20 minutes on average. The students in the two experimental groups were taken to another room before doing the test. Facing the chocolate biscuits and some radishes, the experimenter told one group of students that they could eat any biscuit, but the second group of students could only eat radish. You can imagine what it’s like to look at the steaming biscuits when you’re hungry and not be able to eat them. You need strong willpower to eat only radishes!
the second group of students resisted the temptation of biscuits, and then both groups of students were taken to do the test. As a result, the first group who could eat biscuits as easily as the control group persisted for 20 minutes, while the second group only ate radish lasted for 8 minutes. The explanation for this phenomenon is that the willpower of the second group is consumed in resisting biscuits. In fact, virtue uses more than one kind of physical energy, and it doesn’t mean that people use more than one kind of mental energy every time. Psychologists call this kind of willpower with the use of the phenomenon of constant consumption as “self depletion.”.
in the state of self depletion, due to the exhaustion of willpower resources, the brain will switch to “energy-saving mode”, refuse everything that needs hard thinking, and prefer direct commands and absolute information. At this time, if you hear a curse that hits the soul directly – “buy it!” I’m afraid your purse is going to bleed again.
speaking of this, you may understand why the delivery anchor will introduce the goods at a very fast speed. By outputting excessive information in a short time, users’ brain fatigue can be caused. Once they lose their resistance in the loss, purchasing behavior is very easy to occur. No wonder we always call impulse consumption “order without brain”!
there are many examples of businesses using the “self depletion” principle to promote transactions. For example, when buying a new car, there are many options to upgrade the configuration, and smart salespeople always let you choose the configuration that costs less when you first arrive. If you are tired of rust prevention, do you want to introduce it to you again? At this time, your willpower can’t resist his recommendation. What he says is what he says.
self attrition also explains the phenomenon of frenzied consumption in the “double 11” festival. Before the shopping festival, many people will suppress their shopping demand. When they see good-looking clothes and shoes, they will tell themselves to reduce the price and buy them again. This kind of suppression will consume willpower resources. At the double 11, the shopping desire will be released, but the brain will no longer have the energy to restrain any consumption impulse, which leads to people’s depression They bought a lot of things that were not planned.
because of self loss, it is only the loss of property if you fall into the trap of business. If you step into the mire of shopping addiction, it is a comprehensive threat to your physical and mental health.
shopping addiction is also known as “obsessive-compulsive shopping disorder”, which is a kind of psychological disease, which can cause obvious psychological, financial and family problems, including depression, large amount of debt, breakdown of intimate relationship / family, etc. The incidence rate of compulsive shopping disorder may be higher than you think, and there is one compulsive shopper in every ten people.
compulsive shopping is an escape mechanism. Patients can not feel their own value, they will fall into inferiority and various psychological discomfort, they hope that the purchase behavior can help them get rid of this feeling. But this relief is only temporary, so they will keep shopping and trying to reach the emotional height of the last impulse consumption.
there are also some obsessive-compulsive shopping patients who are resisting depression through consumption. A French survey shows that the comorbidity rate of depression and compulsive shopping is very high. Nearly one third of depression patients have compulsive shopping behavior. When we are not happy enough, the moment we see the warm and happy pictures in commercial advertisements, we will have an illusion: I will be happy if I buy it. However, this is also a kind of escape. In the long run, it does not really work. Instead, it will fall into deeper addiction to shopping.
even so, most of the time shopping is harmless, and appropriate amount of “cutting hands” can even bring certain psychological healing effect. In this regard, psychologists have proposed “retail therapy”, which refers to a set of self-regulation methods, such as self-regulation, release of pressure and relief of negative emotions through shopping.
in fact, except for a small number of addictive consumption, shopping itself is a process in which people constantly make their own choices. This process of “making choices” can enhance people’s sense of control over their lives. In other words, shopping gives people many opportunities to make their own choices, and by making these choices, we also gain a kind of control over life Feeling.
in addition, shopping makes people naturally begin to imagine what life will be like after they have these items, helping people adapt to the changes in life. For example, some parents to be buy baby bottles and clothes in advance, which can help them imagine the family life after the baby is born, and reduce their inner anxiety.
of course, if we want retail therapy to work, we need to master some art of purchasing. First of all, more shopping and less online shopping. A study of consumer purchase experience shows that the psychological experience of shopping in physical stores is better than online shopping, and the three-dimensional and realistic feeling of offline stores will make you more shopping atmosphere and more involved. The researchers even found that just wearing VR eyes to watch the store can make the psychological state more positive and pleasant, so the next time you want to buy something, please try to go out of the house!
at the same time, it’s better to buy experience than to buy real objects. The so-called purchase experience refers to the consumption experience that does not purchase physical objects, such as eating in restaurants, participating in fitness training, enjoying the first-class service of aircraft, etc. Some researchers asked consumers to recall an experiential consumption and a material consumption that made them feel happy in their life, and evaluated which one made them happier. The results showed that the vast majority of people said that experiential consumption was happier. This may be due to the closer relationship between experiential consumption and self-concept. People define themselves more by life experience than by their own goods. We often show off our experience of living in the holy land of Nepal, but rarely show our Cadillac directly.
Finally, don’t underestimate the “small fortune” in life. Many times a small amount of “buy” brings more happiness than a one-time large amount of consumption. If you spend a lot of money on a limited edition bag, you won’t be happy after a long time, but if you buy small things every three to five, you will continue to provide positive emotions. Therefore, we should learn to use small money to motivate ourselves and make happiness a habit.
now, have you mastered these tips? To understand the underlying psychological logic of shopping is the premise to obtain happiness and enrichment in the contemporary society with great material wealth. I hope everyone can enjoy the welfare brought by the consumption era, rather than being consumed by the era. 08/16/2020