Shopping makes everyone happy. However, some people prefer to shop to escape the troubles in their spiritual world and to fill their emotional deficiencies. The habit of shopping to fill emotional deficiencies is more common among women than men. Brands create an image perception in their advertisements to influence their target audience. Especially among women, there is a perception that if they use that brand, they will possess the image presented in the advertisements. Such advertisements create a desire in women to gain the approval of others besides themselves. Thus, they do not stop at buying once, but want to shop more to gain more approval.
The Effect of Shopping on PsychologyIn people who shop too much, the lack of external approval is tried to be satisfied through shopping. Buying famous brands, creating a unique style, and appearing charismatic is enough to make a person happy. However, over time, this charismatic personality they have created is not enough for them. The individual who tries to mask their unhappiness with shopping starts to shop more instead of eliminating the source of unhappiness. In fact, instead of seeking external approval, one should seek their own approval, find the source of unhappiness, and eliminate it.
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