"If we went into stores only when we needed to buy something and only bought what we needed and planned to buy, the economy would collapse." Paco Underhill
People cover their living expenses with the income they earn as a result of their economic activities. The most basic living expenses are biological needs. Food, shelter, clothing, health, etc. Then they turn to their education and development. After these are met, he spends on holidays and entertainment activities. Do you think these general findings are still valid? Today, needs are far below expenditures. Product diversity and quality have reached incredible levels, stimulating people's desires to constantly purchase. Shopping malls, store & market chains have become a very important part of social, cultural and economic life in city life. This is how people combined traveling, meeting, socializing and spending. However, we have come across uncontrolled, excessive and unnecessary spending more frequently lately. So why do most people feel the need to shop even though they don't need it? What emotions does shopping satisfy the individual?
Two factors other than real needs are effective in shopping. The first is the expression of psychological conflict and dissatisfaction. Buying and owning; It is a phenomenon that makes people feel comfortable, satisfied and strong, even if it is temporary, and gives people confidence and pleasure. In fact, there are many people who try to compensate for their emotional shortcomings by shopping. The second is the perception management of advertisements. In other words, creating a virtual need. People buy things not because they need them, but because they are made to think they need them. What emotions are referred to in advertisements? The engine power of the car is combined with sexuality through men's addiction to power and sexuality. Sexual messages are placed on products that have nothing to do with sexuality, and a reference is made to the man's subconscious, giving the perception that he needs that product. In women, the need for self-confidence and feeling valued is flattered through brand perceptions. Every brand has an image perception, and women are told that if they use that brand, they will have that image and The message is given that they will only get the approval and class belonging they need with this brand. The solution is actually very simple but also very difficult. A person who finds the value in his existence within himself, that is, a person who knows his own value, loves himself, and is at peace with himself; It only seeks its own approval as an approval mechanism, it does not seek approval from outside and does not need inflated masks and brands.
In some people, the constant purchasing impulse and behavior has progressed so much that it now creates a serious pathological addiction situation. We call this addiction onyomania. Onyomania; can be defined as shopping addiction or obsessive shopping behavior. It is often observed as unnecessary and uncontrolled spending of money, excessive desire to shop, and intense mental preoccupation with shopping and spending money. The person exhibits the need and desire to shop predominantly when feeling angry, sad, or anxious; joy, pleasure and enthusiasm while shopping; While you feel temporary comfort, pleasure and satisfaction shortly after shopping; In the long run, feelings of guilt, shame, and distress begin to become evident. After a while, the situation becomes a pathological vicious circle as the amount of money spent and the purchases made begin to create problems for the person's life. The person begins to have arguments and conflicts with the people in his life and his relatives about money and expenses. He begins to lie to his close circle about the amount of shopping and the amount of purchases; Without credit cards with him, he feels "incomplete", "incomplete" or even "lost". Over time, it not only paves the way for relational conflicts in a person's private, family and social life, but also causes professional and financial problems.
Psychological support, individual and group treatment, and family and friend support are very important to get rid of shopping addiction. In addition, personal precautions that can be taken are as follows:
If you think you have such an addiction, try to shop with cash more, so that you do not spend more credit than you can pay.
Make a shopping list and add the items on that list. Be careful not to take anything else
Be careful not to go shopping alone. It is very important to have someone next to you to restrain you.
When you feel bad and feel the need to shop to feel better, go for a walk or exercise. Be careful not to take money or credit cards with you when you go for a walk.
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