Women’s Emotions Linked
In a web-based survey carried out by Professor Karen J Pine at the University of Hertfordshire and author of Sheconomics, women were commonly found to shop excessively when emotions are running low.
After analyzing the data collected from 700 respondents, Fletcher was able to determine that shopping sprees often occurred as a result of women wanting to cheer themselves up. Almost 8 in every 10 women said this was what made them want to shop, even though they would end up spending more than they should.
More than half of the women polled said they would cutback on their spending, if they had other ways of cheering themselves up. “This highlights the prevalence of shopping as an emotion regulator,” noted Fletcher in her findings report.