Retail Therapy Meme: the neuroscience and psychology behind shopping to feel better

Friday, August 9, 2024. This is for M, and N, who get accused.

We’ve all seen the “retail therapy meme” circulating on social media, portraying shopping as the ultimate cure for a bad day.

But how much truth is there to this popular belief? Is retail therapy a harmless way to boost your mood, or does it have darker consequences?

Let’s dive deep into the neuroscience and psychology behind retail therapy, exploring what happens when shopping becomes more than just a feel-good hobby.

The Short-Lived High of Retail Therapy

It’s no secret that shopping can provide a temporary boost in mood.

Many people turn to retail therapy to shake off negative emotions, whether it’s stress, sadness, or anxiety. The act of purchasing something new—whether it’s that perfect pair of shoes or a shiny gadget—triggers a release of dopamine, the brain’s “feel-good” chemical. This dopamine rush gives you a momentary thrill, a fleeting sense of happiness.

However, this high doesn’t last long.

According to research, this quick dopamine hit is just that—quick. The initial excitement wears off, and you’re often left feeling just as bad, if not worse, than before. A study focused on how people coped with traumatic events, such as terrorist attacks, sheds light on the temporary nature of this retail-induced joy.

Professor Eric Rindfleisch, one of the study’s authors, explained:

“Materialistic people cope with bad events through materialistic mechanisms. People who are materialistic suffer higher levels of distress and are more likely to compensate for that through higher levels of compulsive and impulsive purchasing.”

The study found that folks who were more materialistic experienced higher levels of post-traumatic stress and were more likely to engage in compulsive and impulsive shopping as a coping mechanism. This finding highlights the fleeting nature of retail therapy and its inability to address the root causes of distress.

The Neuroscience of Compulsive Buying: when shopping becomes an addiction

While the occasional shopping spree might seem harmless, there’s a fine line between enjoying retail therapy and developing a compulsive buying disorder (CBD). CBD, or oniomania, affects an estimated 5.8% of the U.S. population and is characterized by an uncontrollable urge to shop, often leading to severe emotional, financial, and social consequences.

From a neuroscience perspective, the brain’s reward system plays a central role in compulsive buying. When you shop, your brain releases dopamine, which makes you feel good. However, for those with CBD, this dopamine rush becomes addictive. Over time, you need to shop more frequently or make larger purchases to achieve the same level of satisfaction, leading to a vicious cycle of buying, regretting, and buying again.

A study by Raab, Elger, Neuner, and Weber (2011) used fMRI scans to observe the brain activity of compulsive buyers. The researchers found that these individuals showed hyperactivity in areas of the brain associated with reward and motivation when presented with shopping-related stimuli. This hyperactivity suggests that compulsive buyers are more sensitive to the potential rewards of shopping, making it harder for them to resist the urge to splurge, even when they know it’s not in their best interest.

The Psychological Toll of Retail Therapy Addiction

Beyond the neuroscience, the psychological impacts of compulsive buying can be devastating. Compulsive shoppers often shop not for the items themselves but for the emotional high that shopping brings. However, this high is typically followed by intense feelings of guilt, anxiety, and even depression, especially when the purchases are beyond one’s financial means.

In a study by Koran, Faber, Aboujaoude, Large, and Serpe (2006), participants with compulsive buying disorder reported significantly higher levels of anxiety, depression, and emotional distress than non-compulsive buyers. Many also struggled with feelings of low self-esteem and inadequacy, which they attempted to soothe through shopping. Unfortunately, this leads to a dangerous cycle where shopping is used to cope with the very emotions it exacerbates.

Retail Therapy in the Digital Age

The rise of online shopping has made it easier than ever to engage in retail therapy—sometimes to a person’s detriment. With the advent of one-click purchasing and targeted ads, the temptation to shop impulsively is constant.

• Research by Rose and Dhandayudham (2014) found that online shopping can be particularly addictive because it offers instant gratification with minimal effort. This accessibility can exacerbate compulsive buying behaviors, particularly in those folks who are already vulnerable to addiction.

Moreover, social media platforms like Instagram and Pinterest often promote consumerism, with influencers showcasing "must-have" items that create a sense of urgency and fear of missing out (FOMO). For compulsive buyers, this can be a dangerous combination, pushing them further into the cycle of compulsive shopping.

Gender Differences in Compulsive Buying

Interestingly, compulsive buying disorder tends to be more prevalent among women than men.

• A study by Mueller et al. (2010) found that women are more likely to use shopping as a way to cope with negative emotions, such as loneliness or depression. This gender difference may be partly due to cultural and societal factors that encourage women to associate shopping with self-care or personal expression.

However, men are not immune to the allure of retail therapy. The same study found that when men engage in compulsive buying, they are more likely to focus on specific categories, such as electronics or cars, rather than clothing or accessories, which are more commonly associated with female shoppers.

The Social Implications of Retail Therapy Addiction

On a broader scale, the rise of retail therapy as a cultural phenomenon has significant social implications. In a consumer-driven society, where success and happiness are often equated with material wealth, the pressure to buy can be overwhelming. This is especially true during times of economic uncertainty when people may turn to shopping as a way to regain a sense of control or normalcy.

However, the societal glorification of consumerism can also contribute to a cycle of overconsumption, where people are encouraged to buy more than they need or can afford. This not only leads to financial strain but also has environmental consequences, as the production and disposal of goods contribute to pollution and waste.

Breaking the Cycle: Healthier Coping Mechanisms

Given the risks associated with compulsive buying, it’s essential to find healthier ways to cope with negative emotions.

Cognitive-behavioral therapy (CBT) has been shown to be effective in treating compulsive buying disorder, helping folks identify and change the thought patterns that drive their shopping behaviors. Mindfulness practices, such as meditation, can also help people become more aware of their impulses and learn to resist the urge to shop when they’re feeling down.

As Professor Rindfleisch explained:

“In times of stress, people often seek solace through shopping. The idea here is that we need some form of a cultural-based coping mechanism, because the research suggests that there is actually a short-term fix with retail therapy. Soon after purchasing something, there is a reduction of anxiety. But it doesn’t last very long. It’s fleeting. Materialists seek that as one of their coping mechanisms.”

Final thoughts

Couples therapists are hearing yelps of horror about this issue from anxious spouses. Retail therapy, apparently, is getting out of hand in 2024.

While the "retail therapy meme" might make for a good laugh and provide a temporary escape, it's crucial to recognize the potential dangers of turning to shopping as a primary coping mechanism.

Let’s have some compasiion for the nearly 6% of Americans are doing exactly that, and their relational bickering is reliably spilling over into their couples therapy agendas.

By understanding the neuroscience and psychology behind retail therapy, folks can make more informed choices about how to manage their emotions in a way that promotes long-term well-being.

Be Well, Stay Kind, and Godspeed.

REFERENCES:

Dittmar, H., Long, K., & Bond, R. (2007). When a better self is only a click away: Associations between materialistic values, emotional and identity-related buying motives, and compulsive buying tendency online. Journal of Social and Clinical Psychology, 26(3), 334-361. https://doi.org/10.1521/jscp.2007.26.3.334

Koran, L. M., Faber, R. J., Aboujaoude, E., Large, M. D., & Serpe, R. T. (2006). Estimated prevalence of compulsive buying behavior in the United States. American Journal of Psychiatry, 163(10), 1806-1812. https://doi.org/10.1176/ajp.2006.163.10.1806

Mueller, A., Mitchell, J. E., Crosby, R. D., Gefeller, O., Faber, R. J., Martin, A., & de Zwaan, M. (2010). Estimated prevalence of compulsive buying in Germany and its association with sociodemographic characteristics and depressive symptoms. Psychiatry Research, 180(2-3), 137-142. https://doi.org/10.1016/j.psychres.2008.11.009

Raab, G., Elger, C. E., Neuner, M., & Weber, B. (2011). A neurological study of compulsive buying behavior. Journal of Consumer Policy, 34(4), 401-413. https://doi.org/10.1007/s10603-011-9166-2

Rose, S., & Dhandayudham, A. (2014). Towards an understanding of Internet-based problem shopping behaviour: The concept of online shopping addiction and its proposed predictors. Journal of Behavioural Addictions, 3(2), 83-89. https://doi.org/10.1556/jba.3.2014.003

Ruvio, A. A., Somer, E., & Rindfleisch, A. (2013). When bad gets worse: The amplifying effect of materialism on traumatic stress and maladaptive consumption. Journal of the Academy of Marketing Science, 42(1), 90-101. https://doi.org/10.1007/s11747-013-0345-1