A new study from the University of Guelph suggests that guilt is a healthy response for impulse shoppers, whereas those who feel shame are more likely to engage in denial and resignation rather than pursue a solution.
Researcher Sunghwan Yi, a marketing professor, surveyed 222 university students about their feelings after buying an unnecessary product on impulse.
Yi found that participants who reported feeling guilty were more likely to develop coping strategies such as revising their budget or making an effort to rein in their spending. Other tactics included writing out shopping lists of necessities or trying to earn extra income to recoup losses.
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This study got us wondering. What is your most memorable impulse buy?
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Researcher Sunghwan Yi, a marketing professor, surveyed 222 university students about their feelings after buying an unnecessary product on impulse.
Yi found that participants who reported feeling guilty were more likely to develop coping strategies such as revising their budget or making an effort to rein in their spending. Other tactics included writing out shopping lists of necessities or trying to earn extra income to recoup losses.
Read full story
This study got us wondering. What is your most memorable impulse buy?
More...