Shopping aesthetic products improve self-esteem; Research

Shopping could increase self-esteem

Researchers have found that shopping is good for the consumers’ self-esteem.

This research is going to be published online in the August issue of the Journal of Consumer Research.

In this new research, it has been found that not only self-esteem of the customers improve after buying attractive products but their minds also open to more views and choices.

Claudia Townsend, an assistant professor of marketing at the University of Miami School of Business, and Sanjay Sood of UCLA worked on the feelings of the consumers’ purchase of two types of lamps. They found that the consumers, who purchased more beautiful lamp than a better-functioning lamp have higher level of self-esteem.

Researchers have also found that the consumers who bought beautiful lamps were more open to different viewpoints. This open mindedness has been attributed to the more self-esteem.

“Behavioral economists and psychologists have long known that people tend to throw ‘good money after bad’ or ‘stay the course,’ meaning they continue to invest in something even after an initial investment doesn’t give them the effect they desire,” Townsend said. “What our research shows is that purchasing an attractive item causes a person to feel better about themselves and this ‘affirmation effect’ frees them up, mentally, to admit to the error in their ways. The result is that they no longer need to justify their initial bad investment with additional funding and consequently make better decisions.”

Via: Live Science


Townsend, Claudia and Sanjay Sood, (2012). Self-Affirmation Through the Choice of Highly Aesthetic Products. Journal of Consumer Research, August.

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