Shopaholism - this is unmanageable to make purchases without the need for them. The concept being analyzed came into use relatively recently, but the number of people suffering from shopaholism is steadily increasing. Shopaholic disease is also called oniomania, which means making crazy purchases. Often described desire equate to alcoholism or other variations of dependence. However, this is erroneous, since the uncontrollable attraction in question does not so adversely affect the existence of individuals. Female sex is more susceptible to shopaholism, however, this attack is also possible for men. The main feature of this dependence can be considered the lack of rational content when making a purchase of a certain product.
So, a shopaholic disease or oniomania is an irresistible desire to buy something without the need for acquired things. In other words, the subject, making the purchase, gets pleasure from this action. Shopping for a shopaholic becomes entertainment and a separate meaning.
Experts say that more often shopaholism is formed in women due to lack of attention, inner emptiness, feelings of loneliness, desire for recognition, as well as depressed mood due to parting with a partner.
In addition, a number of other factors can be identified that trigger the development of the described dependence, namely, a low degree of self-regulation, the illusion of power, control and freedom, the thirst for adrenaline, the need for love, psychological trauma from childhood.
The reduced level of self-regulation leads to a decrease in the ability to balance, in order to achieve the intended task, the unfavorable features of the personality. In conjunction with the subjective preference of the subject of purchase, this often engenders destructive passion.
The illusion of power lies in the acquisition of goods not because of the need for individual consumption, but because of their regard as some attributes of power, including also the attitude of sales representatives to customers: helpful and flattering treatment, servility, respect.
Shopping can give the illusion of control over one's own existence and peculiar freedom, because it minimizes anxiety, eliminates depressive moods, increases confidence and respect for one’s own person. A person has the opportunity to purchase what he wants right now, and not the necessary goods or recommended things. From this, the subject feels a sense of freedom.
Adrenaline can be considered a kind of drug for the body, because the individual quickly gets used to it, which gives rise to dependence in getting more and more of its doses. Subjects who are addicted to adrenaline, try to get it, doing extreme sports. The store can also be a source of adrenaline when a person makes a decision to purchase a certain product.
Due to the lack of love in the individual's worldly existence, he may plunge into the depths of shopaholism. Often disliked children, toddlers suffering from lack of parental attention and receiving gifts instead of care, in an adult state can suffer from shopaholism. The children who have not been received are caress and attention, they are compensated for by their irreconcilable buying to the stage of growing up.
If a heap of unsolved psychological problems, traumas, difficulties in communicative interaction, a tendency to disappointment, a predisposition to depressive moods stretches from the past, then the acquisition of a new subject can be seen as an attempt to reward oneself, comfort and take care.
In addition, often shopaholism is the so-called vicious circle - a person makes an unnecessary purchase, at home he begins to regret the exorbitant and irrational spending, which leads to a feeling of guilt in front of relatives. Naturally, the subject's mood drops, apathy arises. And he can get rid of unpleasant sensations only with the help of purchases.
It is believed that the main factors provoking the development of shopaholism can be divided into external causes and psychological factors, that is, internal ones.
The basis of the second are psychological personality problems. Shopping is considered an effective antidepressant. When buying a certain thing, the body of human subjects produces serotonin, which is responsible for the feeling of joy, as well as adrenaline, which is responsible for emotional outbursts. Permanent stressors in family life and work, insecurity, low self-esteem — these unresolved internal problems are looking for ways to liberate, and often this becomes an excessive craving for making useless purchases.
Voyages on shopping centers - this is a great opportunity to "switch" and improve your mood. Enthusiastic remarks and flattering glances of sellers in relation to the purchase made significantly increase self-esteem. There is an illusory feeling of power, because the individual can afford to possess this thing, therefore, he has the power. In addition, the purchase gives a passing sense of freedom and the ability to control their own being. After all, a person acquires the desired, without a pointer from the environment, therefore, he is a free person. This illusory freedom subsequently leads to the fact that the individual begins to look for answers to the question: "How to treat shopaholism?".
The external orientation factors include diverse marketing moves, with the help of which stores lure shoppers. Various promotional offers and discounts, beautiful and elegant shop windows, polite and smiling staff - all this encourages people to make an unnecessary purchase. The inscription on the shop window "only with us and only today for all who bought one thing, the second as a gift or a discount on all products 70%" has a truly magical power.
Today, the diversity of goods can hit even the most sophisticated individual and lead to the acquisition of unnecessary goods. Modern supermarkets and other retail premises are arranged in such a way as to ensure free access to all goods, provide an opportunity to touch a thing, examine it from different sides, read the composition, so that a person, not yet purchasing a product, may no longer want to part with it. The opportunity to look at the product close, to feel it increases the likelihood of acquisition at times, and then it becomes more difficult to fight shopaholism.
Picturesque motivational advertising is calculated taking into account the psychological characteristics of an ordinary buyer and his needs. Advertising announcements, ideas, slogans, catchy videos, posters and posters are developed by professionals who know what to emphasize. Calling headlines, written in large print, shout about unprecedented discounts and incredible promotions. In addition, the time factor is of great importance. If the advertisement says that the product is limited or the offer lasts only one day, then the motivation and desire to purchase the item increases.
Also, many well-known hypermarkets use a variety of flavors to attract consumers. Studies have shown that certain specific flavors have the power of suggestion, for example, in the food departments create a feeling of freshness, novelty, which can increase sales. In the culinary departments, the aromas of freshly baked pastries or spices evoke appetite, which also forces the individual to make an unplanned purchase.
In principle, sometimes each individual is conducted on the marketing moves of trading companies. However, when the desire to acquire something turns into obsession, then it is necessary to look for answers on the topic: “shopaholism, how to recover” or try to understand your own complexes and the burden of psychological problems.
The symptoms of shopaholism
The considered concept of shopaholism was first introduced at the turn of the 19th century by the German psychiatrist E. Krepelin. His joint work with E. Bleuler revealed the main symptoms and signs of the described psychological dependence.
The following signs may indicate that a subject has a shopaholism. So, you should think that the desire to buy enslaved a person, if:
- shopping is not accompanied by the need or a clear intention to purchase something definite;
- in the store a person inspects the majority of the goods put up for sale;
- the individual is interested in fashion magazines;
- there is a desire to purchase a thing without an objective reason;
- a person constantly discusses the purchased goods;
- there is apathy in the absence of the opportunity to regularly visit trade establishments;
- at home a lot of new things, and the individual can not remember which product purchased last;
- having found himself in a sales outlet, a person's mood grows sharply, he feels an unprecedented elation, and the immediate problems seem to be leveled out;
- in the presence of a large workload, the subject still finds time to make useless purchases;
- after conflict situations in family relations or in a team, an individual can only calm down while making purchases;
- often a person visits malls, centers, large stores for no reason.
At first glance, the above symptoms do not pose a threat to existence, but can significantly affect the health of the subject. Therefore, the question of how to get rid of the shopaholism of buying clothes or other items is quite relevant and is becoming more popular every year. After all, shopaholism carries with it social consequences, such as:
- debts leading to the sale of family heirlooms, movable property, pledging of real estate;
- theft in stalls, supermarkets, shopping centers, small shops;
- theft of money from close relatives;
- Often the lack of money for shopping can push the girls into prostitution;
- endless family conflicts and family breakdown.
It is believed that adolescents have great sensitivity and suggestibility, since tastes are not completely formed. In addition, often adolescents are very dependent on the opinions of their peers, they are also driven by the desire to stand out and assert themselves, to prove to others that they are already adults. Therefore, often adolescents are unable to objectively assess the need to purchase a particular product.
Many parents who have children in the pubertal period, especially the fair sex, are interested in how to get rid of the shopaholism of clothing selection, buying up cosmetics. After all, often the usual desire to like guys, to stand out, to assert itself grows into a pernicious addiction, prompting the girls to spend money thoughtlessly, buying up a lot of unnecessary things.
However, besides the danger of aimless wasting, shopaholism can provoke psychosomatic consequences such as arrhythmia, biliary dyskinesia, vegetative-vascular dystonia, gastritis, chronic colitis, hypertension and peptic ulcer, depressive and neuro-like states, persistent sleep disorders. There may also be a decrease in immunity, which leads to an increase in the occurrence of colds.