Sheconomics

We’ve always known that emotions can certainly have an impact on consumer behavior and spending, but now it’s official. In a study conducted by the University of Hertfordshire – women’s buying behavior and spending limits have a direct correlation to how good or bad they feel.

“The research, which was conducted by psychology professor Karen Pine, found that 79% of women say that going on a spending spree would cheer them up. This indicates that some women use shopping as an emotion regulator to numb themselves to negative feelings or dissatisfaction with life.” (University of Hertfordshire)

Surprising – not really…but interesting thing to think about as marketers – how can we harness this bad to good?

“The research also revealed that an intense emotional state, high or low, is often responsible for sending women to the stores. ‘This type of spending, or compensatory consumption, serves as a way of regulating intense emotions’” Pine said, adding that, paradoxically worries about money could end up leading women down the path to more money woes.” (University of Hertfordshire)

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Also – Wondering about your emotional relationship with shopping and money?

Test yourself – how “Sheconomic” are you?