Shopping as a Complex and Contradictory Activity - Essay Example

Shopping is a complex and contradictory activity which cannot be reduced simply to the act of buying goods or services. Discuss this ment with reference to fashion. Shopping in earlier days meant purchasing goods and products of need and an occasional indulgence in luxury items. In modern times, with countless brands, disposable incomes and class- conscious consumers shopping as an activity has attained a whole new dimension. The hitherto simple give and take relationship has become a medium of therapy as well as a cause of psychological disorders. Though it might be a bit difficult to comprehend, there is a very thin line between buying or purchasing. Purchasing is a requirement for our day to day survival and is part of household chores. Shopping on the other hand is a term which is often used in a recreational context , as in : "it's a pleasant afternoon, why don't we go shopping". Shopping necessarily does not mean purchasing objects of requirements; rather, it pertains to purchasing objects of desire and interest. Shopping is an integral part of every vacation, celebration and for most people, even part of their free time. Shopping in these contexts is classified under leisure activities. In most cases shopping is a harmless and sometimes a relaxing activity but on the other hand it is not uncommon to see "pathological shoppers" who tend to go over the top with their buying spree irrespective of requirement, available finances and affordability. Shopping has a dark side too, just like all other leisure activities when done in excess. In some cases, uncontrolled habits may transform into mental disorders and even dependency which eventually require psychological intervention. Compulsive shoppers may feel a false and temporary phase of happiness just by attaining ownership of a particular object but most often than not, this phase is followed by regret and remorse over monetary wastage. For the typical shopper, that Tracy Reese dress or Prada bag may just be a piece of merchandise but for a shopaholic it is medication. Women often joke about "retail therapy." But that laughter may actually be a disguise to veil depression, loneliness or boredom. Shopping is an easy way to numb ourselves or boost our self-esteem, even if relief only lasts until buyer's remorse sets in. Shopaholics try to fill in their emptiness with "stuff" they might not even need. That void, in reality, may be from years of emotional or spiritual deprivation: fear that there's never enough, whether its money, material objects, recognition or love. Retail therapy is shopping with the primary purpose of uplifting the buyers' mood or disposition (Oxford Dictionary). It is a short lived habit and is often seen in people during periods of depression or transition. Items purchased during periods of retail therapy are called "comfort buys". Retail therapy was first used as a term in the 1980's: "we have become a nation measuring out our lives in shopping bags and nursing our psychic ills through retail therapy" (Chicago Tribune, 1986). In a study by European Union revealed that 33 percent of shoppers surveyed had "high level of addiction to rash or unnecessary consumption" (Observer, 2001) which eventually ran them into debts. Melbourne University researchers have coined a term "oniomania" to this psychological disorder, also known as compulsive shopping disorder. For a generation, 'retail therapy' has been the ultimate source of salvation from the stresses of modern living. But a major new study now suggests that for millions of people, binge shopping is no longer an emotional cure, rather it may make an individual feel worse. Retail therapy is actually an expensive way of distracting oneself from life's problems which one would eventually have to face and solve anyway! In short, it is a method of escapism. The pleasure is short lived and shallow in nature. Materialistic belongings can never bring peace and true happiness. Moreover, the sense of ownership imparts a false sense of pride which can be addictive as well as contagious. The process of one-upmanship and insecurity begins and comes around in a vicious circle with one trying to prove his/her belongings as superior to the other. 'For many people, dissatisfaction is now part of the shopping process,' said Lucy Purdy, of analysts Publicis, which carried out the nationwide study. 'It's adding into the dissatisfaction that causes many people to go shopping in the first place. Shopping offers a short term pleasure but as a society we now recognize that and we're getting fed up with short-term emotions.' Ethical consumerism is a slowly but most definitely making inroads. Unhappy and contented people are most likely to attempt transforming their lives through purchasing. They will experiment with their diet; alter their appearance, or their homes. Moreover, advertisements' encouraging them to believe consumption is the roots of all happiness have been strongly instrumental in creating discontent with their bodies and personalities. The Publicis researchers said retailers should tailor their marketing more carefully so shoppers don't feel they are being tricked or talked into unnecessary buying. What would be most striking would be what we have with internet users, individualistic usage which involves tailoring the media to ones needs. It won't be far away when our shopping needs are customize for a specific individual. For example, take the case of web casting, where one can host his or her own radio show. If media can be made invidualistic, why cant the same concept be applied to fashion and other items of interest which would ultimately lead to customize shopping. Each one of us may have numerous reasons to shop, but the shopping addict buys to relieve anxiety and over time the buying creates a dysfunctional lifestyle and more and more of their focus is on shopping and sometimes the cover-up too. Compulsive Shopping is apparently associated with, emotional deprivation in childhood ,inability to tolerate negative feelings, pain, loneliness, boredom, depression, fear, anger , the need to fill an inner void - empty and longing inside , excitement or approval seeking ,perfectionism and a need to gain control .Compulsive shoppers shop to distract feelings; and follow the norm "when the going gets tough, the tough go shopping" .Trophy shoppers find the perfect accessory for outfits, etc and are oriented more towards high class and expensive items. Image shoppers tend to pick up tab, expensive cars, highly visible stuff whereas Bargain shoppers buy stuff they don't need just because it is a good deal and are always out on a hunt for sales and discounts. Other categories are codependent shoppers who shop to gain love and approval, bulimic shoppers and collector shoppers. Women tend to be more susceptible to shopping related personality disorder which can probably be attributed to their inherent nature especially where fashion is concerned. A piece of attire serves less as a body cover and more as a status symbol and an item to be flaunted. Most women buy cosmetics, shoes, clothes and accessories with the awareness that they do not need them and even that the item might not suit them. This tendency among women is as common as the flu and does not amount to a compulsive shopping disorder. Many people believe that the women's market is just another niche category but the fact is that women control over $50 billion worth of annual CE product purchases. And while some may opine that women and men have similar CE buying and decision-making behaviors, a study shows that a failure to recognize the differences could be a costly affair. One area of difference between women and men is the distinct way in which they perceive technology products. There are important differences in how women and men perceive and interact with technology products. Knowing what and where these differences are can help companies focus better on the distinct needs of women, enhancing the effectiveness of marketing efforts, and providing a competitive edge in the marketplace. Another trend among consumers is to immediately buy what is "in". Although "in" here does not really have a vivid definition but it is the primary factor contributing to the popularity and sale of a particular good especially fashion, gadgets, cars and accessories in particular. With disposable incomes and unlimited variety at their doorstep, consumers really do not see a reason why they should indulge themselves in the viles which takes them away from the stress and worries of life- even though for a moment. Shopping can no longer be summed up into a definition of "buying and selling" because it has become a way of life for most individuals. What we purchase or whether we purchase or not have a direct effect on our psychology and sense of well- being. Shopping defines our status in the society, run our moods and our lives. Hence the word "shopping" implies a much deeper, complex and contradictory meaning than a mere business transaction. It is in a way a "necessary evil"- one we cannot do with or do without ! Bibliography: 'Retail therapy' is not a cure for the modern blues - it can be a cause: Ben Summerskill, Observer (Sunday May 6, 2001) Observer "Shopping can make you depressed" May 6 2001 Accessed 20 April 2006 Melbourne Age "Investigating retail therapy" December 5 2004 Accessed 20 April 2006 Read More