Why You're So Happy After Shopping Online

What else might account for Monica Corcoran Harel's response to hearing about a flash sale at one of her favorite online retailers? She declares, repeatedly pushing refresh in an effort to get the greatest offer, "I get very, very excited and incredibly competitive." When a family member walks in while she is hunched over her computer, she exclaims, "I have a flash sale! " In other words, please don't bother.

Online shopping has been a habit for years for 53-year-old Corcoran Harel, who lives in the Los Angeles area and writes for the lifestyle journal Pretty Ripe for women over 40. She enjoys not having to leave her house to visit many stores at once, compare costs before selecting "buy now," and looking forward to the rapid delivery. She calls online shopping "beyond intoxicating." "I’m probably partially responsible for the downfall of brick-and-mortar stores."

But why do these orders seem so satisfying? The psychology of internet purchasing is explained by experts, along with advice on how to exercise control if your online cart is overloaded.

During the epidemic, online purchasing skyrocketed

Years ago, online purchasing went from being innovative to commonplace: Amazon began as an online bookstore in 1995 and today claims that customers purchase about 7,400 items from its American merchants every minute. The epidemic, however, altered consumer behavior in a way that encouraged purchasing even essentials like toilet paper online. E-commerce sales rose from $571 billion in 2019 to $815 billion in 2020, up $244 billion, or 43%, according to the Annual Retail Trade Survey.

That increase was prompted, at least in part, by a wish to avoid indoor facilities. However, according to experts, self-soothing practices may also be involved. Retail therapy may truly be beneficial, according to research. For instance, a 2014 study reported in the Journal of Consumer Psychology suggests that buying purchases might help people feel happy right away while also battling lingering melancholy. The authors of the study hypothesize that one explanation is that making decisions about purchases fosters a sense of personal autonomy and control.

Another investigation, presented in Psychology & Marketing in 2011, indicated that going shopping does not trigger regret or guilt over impulsive purchases, but rather has lasting beneficial consequences for mood.

Jorge Barraza, program director and assistant professor at the University of Southern California's online master's in applied psychology program, claims that emotion is a major driving force behind shopping in many ways. We're more inclined to participate in this type of activity when we're depressed or anxious, he claims. He points out that occasionally, the euphoria that a pricey new outfit or device causes may not endure, especially if the purchaser is aware that they are misusing their funds. If you're spending more than you can afford, that mood bump might only last a short while, but at the very least, it appears to give individuals back some sense of control and relieve any residual misery.

Why people are so thrilled during internet shopping

In many respects, online shopping elevates the joy of physical purchasing to a new, almost overpowering level. Joshua Klapow, a psychologist and adjunct associate professor of public health at the University of Alabama in Birmingham, adds that it is very powerful psychologically. It's a far more satisfying experience overall, compared to in-person purchasing, since there's less friction, less hurdles, less behavioral cost, more detail, and more choice. Additionally, purchasing is entirely customized to us. Either swiftly or slowly, we may shop however we want.

Convenience is an important factor in why online shopping is so tempting. Klapow notes that when we shop physically, we have to go there by foot, car, or some other means, and then we have to saunter down aisle after aisle in search of what we want.

Even in venues that accept contactless payments, a transaction still requires some effort, such as swiping a credit card or using Apple Pay on your phone. After that, a shopper has to go home. These extremely little hassles, he claims, simply start eating away at the total perceived value of the purchase for a lot of people.

Online buying is not only more convenient, but also provides the gratification of accuracy. Klapow might not be able to find the desired garment in the desired size or color if he visits a major retailer. He will probably find exactly what he wants with far less difficulty if he shops online.

According to cognitive neuroscience expert Joseph Kable of the University of Pennsylvania, doing so is a type of instant satisfaction, which we are all built to seek. He claims that this is a behavior that all people have and that many animals also exhibit. Compared to current outcomes, people and other animals have a tendency to devalue future outcomes. We prefer to have nice things as soon as possible and to put off having terrible things as long as possible.

It's interesting to note that anticipation for the order's delivery is another, more postponed kind of enjoyment that is connected to internet purchasing. Klapow compares the ability to trace a delivery to keeping track of Santa's location on Christmas Eve, saying that waiting for something wonderful is "like Christmas every day."

Corcoran Harel, who works from home and likes checking the window to see whether a shipment has arrived, can relate to that. “I’m vigilant about getting my packages,” she adds. “I’m so excited to rip it open and try something on—and the knowledge that you can return something easily just makes it better.”

How to cope if you suspect a problem

Compulsive buying is defined by researchers as “a preoccupation with buying and shopping, frequent buying episodes, or overpowering urges to buy that are experienced as irresistible and senseless.” According to Barraza, there is no one-size-fits-all solution to the question of whether your online shopping behavior is troublesome, but it's typically a good idea to consider whether your purchases are affecting your quality of life.

The Diagnostic and Statistical Manual of Mental Disorders does not recognize compulsive purchasing disorder (or any other kind of shopping addiction) as a mental illness. However, it has been known about for more than a century; the German psychiatrist Emil Kraepelin is credited with coining the term "oniomania" in 1915, where "mania" was used to denote "insanity" and "onios" meant "for sale." Experts continue to disagree on whether shopping addiction is a genuine mental disorder or a leisure activity that individuals employ to regulate their emotions or express their self-identity, as the authors of a 2012 paper in Advances in Psychiatric Treatment note.

Researchers identified a number of risk factors for developing an addiction to online shopping in a study published in 2014 in the Journal of Behavioral Addictions. These include having low self-esteem, poor self-control, being in a bad mood, a propensity for anonymity, and consuming a lot of graphics and pop-up ads online.

Another study creating a scale to gauge online shopping addiction was published in 2017 in Frontiers in Psychology. According to the authors, addictive behaviors must satisfy six criteria, including salience (being the most significant activity in the person's life); mood modification, such as feeling euphoric after placing an order; conflict, such as with family members; and relapse, or continuing the behavior after making an effort to stop. In certain circumstances, cognitive behavioral therapy and working with a specialist may be helpful for a person addicted to internet shopping, according to Klapow.

With inflation reaching its highest peak in the United States in four decades, worries about shopping addiction and excessive spending are more important than ever. Klapow advises placing a priority on developing thoughtful choices while making purchases. It's okay to declare, "I want this, therefore I'm going to get it," but we must be careful not to confuse all of our desires with necessities, he advises.

If you're worried about spending too much money online, consider these suggestions:

- Assess each item in your online shopping cart before proceeding to the payment page and decide if you want or need it. This cognitive exercise, which Klapow recommends to his clients, can be beneficial. You'd be surprised at how many objects you end up putting back, since it compels you to sort of look in the mirror.

- Glue a helpful Post-it memo to your computer's screen. One of Klapow's favorite strategies for altering the surroundings to fend off the allure of e-commerce is as follows. On the sticky note, write your monthly budget in large letters or a reminder to verify the whole cost before clicking "purchase now." When you're filled with enthusiasm at a new discovery, the visual reminder might help you regain your perspective.

- Don't save the details of your credit cards online. Many consumers keep the details of many credit cards online, which speeds up the buying process. Klapow advises against keeping any cards in storage, not from a safety perspective, but from an impulse standpoint. It takes longer to manually enter your payment information and could even prompt you to reconsider the purchase.