Lonely adults are more likely to impulse buy this holiday season
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When you're holiday shopping, be aware of your emotions. The lonelier we feel, the more likely we'll impulse buy, according to research from Alice Wang, a marketing professor at the University of Iowa.
How it works: "Mental-resource depletion" is a phenomenon lonely people experience, Wang says. Because lonely people feel isolated and worried about needing company, the stressors take their focus away, including away from purchase self-control.
- It's similar to buying groceries while hungry: Self-control drops.
The solution: Don't wait to fix the problem at the point of purchase, Wang says. Appreciating the people we have in our lives, no matter how few, can help ease loneliness, she says.
- When people are encouraged to think about just one friend and how they've been supportive, impulsiveness is reduced, her research found.
Plus: Her forthcoming work shows that lonely people are also less likely to part with items and feel a deeper attachment to them.
Yes, but: Luckily, Iowa is the least lonely state in the country, according to data collected by the U.S. Census Bureau between July 23-Aug. 19, with nearly 60,000 respondents.
Our thought bubble: If an ad on social media tempts you to buy something, remember you'll probably have more fun going to a friend's house instead.