Experts explain the psychology behind online shopping—and tips to show restraint
, found that going shopping leads to “lasting positive impacts on mood,” and is not associated with feelings of regret or guilt about spontaneous purchases. Shopping is, in many ways, motivated by emotion, says Jorge Barraza, program director and assistant professor in the online master of science in applied psychology program at the University of Southern California.
“When we’re sad, when we’re stressed, we’re more likely to engage in this kind of behavior,” he says. In some cases, he notes, the spark of joy a fancy new dress or gadget triggers might not last, especially if the buyer knows they’re mismanaging their money. “That boost in mood might be transitory, if you’re spending more than you can afford, but at least temporarily it does appear to restore a sense of control, and reduce any residual sadness that people might be experiencing.”In many ways, online shopping catapults the pleasure of in-person shopping to a different, almost overwhelming stratosphere. “It’s psychologically so powerful,” says, a psychologist and adjunct associate professor of public health at the University of Alabama at Birmingham. Compared to shopping in person, “it’s a much more gratifying experience overall, because there’s less friction, less barriers, less behavioral cost, more specificity, and more choice,” he says. Plus, “the shopping is totally tailored to us. We can shop quickly or slowly.” Part of the reason why online shopping is so appealing is convenience. When we go shopping in-person, Klapow points out, we have to walk or drive or figure out some other way of getting there, and then we have to stride through aisle after aisle to locate what we’re looking for. Even at stores that offer contactless pay, there’s some effort required to make a transaction: swiping a credit card or Apple Pay on your phone, for example. Then, a shopper needs to travel back home. “For a lot of people, these incredibly minor inconveniences just start picking away at the overall perceived value of the purchase,” he says. In addition to being easier, online shopping delivers the satisfaction of accuracy. If Klapow heads to a big-box store, he might not find the shirt he’s looking for in the right size or color. If he’s shopping online, he’s more likely to snag exactly what he wants with far less hassle., which we’re all wired to crave, says Joseph Kable, a cognitive neuroscience researcher at the University of Pennsylvania. “This is a tendency that’s universal among people and is shared across much of the animal world,” he says. “People and other animals tend to discount outcomes in the future, relative to outcomes that are immediate. This means we prefer to have good things as soon as possible, and to postpone bad things as far as possible in the future.” Interestingly, online shopping is also associated with another, more delayed type of gratification: anticipation for the order’s arrival. Awaiting something exciting is “like Christmas every day,” Klapow says, likening the ability to track a package to monitoring Santa’s whereabouts on Christmas Eve. That resonates with Corcoran Harel, who works from home and enjoys looking out the window to see if a package has arrived. “I’m vigilant about getting my packages,” she says. “I’m so excited to rip it open and try something on—and the knowledge that you can return something easily just makes it better.”compulsive buying as “a preoccupation with buying and shopping, frequent buying episodes, or overpowering urges to buy that are experienced as irresistible and senseless.” There’s no one-size-fits-all answer to whether your online shopping habit is problematic, Barraza says, but it’s generally a good idea to ask yourself if your purchases are interfering with your quality of life. Compulsive buying disorder is not included in the Diagnostic and Statistical Manual of Mental Disorders . However, it’s been recognized for more than a century:
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