It’s equally valuable to recognize when it would seem we should protect shoppers from themselves, but the effort is unnecessary. Retail therapy—the intentional use of shopping by sad people in order to improve their mood—generally doesn’t cause practitioners to go overboard making purchases they’ll later regret. People seeking retail therapy are fully capable of exercising self-control. Their shopping is mindful, not mindless. They restrain themselves because the restraint itself helps lift their spirits.
A set of warnings and reassurances from University of Southern California and Queen's University at Kingston studies is in this spirit. They explored the vulnerabilities of consumers who aim for perfection. What their studies find is that shoppers who strive to avoid imperfection are at elevated risk of taking on elevated risk. They’ll tolerate relatively high levels of physical, functional, and financial danger. Regarding a decision to use a nutritional supplement claimed to improve memory, the physical risk was presented to study participants as a probability of side effects (headaches and blurred vision), functional risk as incomplete FDA approval, and financial risk as exorbitant cost ($39.99 for a 30-day supply).
The researchers recommend that marketers clearly describe risks to consumers who fear imperfection when these consumers are considering purchase. In the studies, these consumers were distinguished by agreement with statements like, “If I fail partly, it is as bad as being a complete failure” and “I hate being less than the best at things.” The researchers also present evidence that today’s consumers are moving overall toward embracing this form of perfectionism, which they call “perfectionistic concerns.”
The researchers go on to detail how there is no evidence that another form of perfectionism, which they call “perfectionistic strivings,” results in a tendency to take on excessive risk. Perfectionistic striving consumers agree with statements like, “I set higher goals than most people do” and “I am very good at focusing my efforts on attaining a goal.” While perfectionistic concerns result in anxiously avoiding the losses of imperfection, perfectionistic strivings result in enjoying the gains in approaching perfection.
Further, compared to people motivated by perfectionistic strivings, those motivated by perfectionistic concerns feel they’re more dependent on acquired items. Those with perfectionistic strivings feel more self-sufficient.
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Compulsive Buying Disorder. Okay, Laugh
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