Features
Stop Before You Shop
Prof studies ways to prevent impulse buying before it becomes compulsive
BY DEIRDRE HEALEY
Fighting the urge to buy on impulse is a battle we all face, but Prof. Sunghwan Yi, Marketing and Consumer Studies, is investigating why some people succumb to the shopping urge more than others. He suspects the answer lies in the way a person copes with making an impulse purchase.
Yi is set to begin researching the different types of coping strategies people use. When he's determined what they are, he'll identify which are the most effective in curbing the urge to spend.
Just like with a drug, the high of an impulse purchase doesn't last and is often followed by feelings of regret, guilt and shame, he says. And people cope with these negative feelings in different ways.
“People who are regular impulsive shoppers may find reasons to justify their spending, try to forget about the cash they just dropped or hide the purchase from others because they know it's inappropriate behaviour. These are some of the coping strategies that lead to future impulse purchases.”
Less impulsive shoppers, on the other hand, tend to be more open about their behaviour and may even take preventive measures such as shopping with a friend or spouse who can help talk them out of impulse purchases, he says.
There have been some studies on the addiction of compulsive shopping, with researchers making genetic links to the condition and connecting it to depression and anxiety disorders, says Yi. But little research has been done on impulsive shopping.
It's an area that needs to be studied because significantly more people impulse shop, he says, and impulsive shopping can be a precursor to compulsive shopping.
About one per cent of North Americans are compulsive shoppers with little control over their spending habits, says Yi. The rush they get from buying something is followed by long-term feelings of depression and anxiety, and their only relief is to make another purchase.
“Compulsive shoppers tend to visit malls frequently, going two or three times a week,” he says. “They know they shouldn't be buying things, but they can't control themselves.”
Impulsive shoppers differ from compulsive ones because they have more control and often buy things to reward themselves or because they believe they're entitled to shop, he says. “They are unwilling to curb their spending.”
As part of his research project, Yi will interview consumers who have recently made a significant purchase on impulse. He'll ask how they felt at the moment of purchase, how they felt afterwards and how they coped with any negative feelings that arose. Based on the answers, he will then conduct a large-scale survey to determine which coping strategies are used most frequently by shoppers and which are more likely to prevent further impulse purchases.
“Once we can identify which coping strategies lead to beneficial outcomes, we can make suggestions to the general public on how to prevent impulsive purchases. If we can reduce the number of these purchases, we can start to reduce the onset of compulsive behaviour.”
Yi is looking for U of G faculty and staff to participate in his study. Ideally, he'd like to interview people within a week of their having spent at least $50 on a particular item on impulse. Anyone interested in volunteering can contact him at Ext. 52416 or syi@uoguelph.ca.