Scientists at the University of Houston have found that impulsive buying of expensive things increases positive emotions and escapism (one’s desire to escape from reality). there was work published In the Journal of Hospitality and Tourism Studies.
The authors note that the surge in impulsive buying came during the COVID-19 pandemic, when many people were confined to their homes. Through unplanned spending, people tried to escape from reality. After the pandemic, the number of hotel reservations and ticket purchases on the day of departure or arrival increased, which researchers also attributed to large unplanned expenses.
Researchers interviewed dozens of consumers in the US and China to understand how such actions affect people. They were asked about recent purchases, impulsive tendencies, and how they felt.
It turns out that impulsive purchases of goods such as perfume and sunglasses increase self-esteem. Booking hotels, buying tickets or, for example, ordering expensive furniture increased escapism and positive emotions. Also, the higher the price, the stronger the effect.
The authors of the study noted that this could lead to a change in the situation in the consumer market – brands and companies can shift the focus of advertising to escapism, which can increase profits.