
Secondo quanto scoperto da un recente studio olandese, fare shopping potrebbe avere degli effetti positivi sulla salute. Il dottor Rik Pieters, professore di marketing presso l’Università di Tilburg, ha definito edonisti felici quei soggetti che possono sentirsi meno soli facendo compere.
Come dichiarato dal dottore stesso, non è una buona idea fare acquisti per diventare felici o per possedere più di altri, ma lo shopping fatto per il divertimento in sé potrebbe in realtà non essere una cattiva idea.
Durante lo studio, durato ben 6 anni, sono stati raccolti dati su 2.500 consumatori olandesi, tramite domande e risposte che avevano lo scopo di valutare il livello di solitudine e di materialismo delle persone, sul motivo che spingeva le persone a fare shopping. Dai primi risultati è emerso che la solitudine può favorire il materialismo, ma il materialismo corretto può ridurre la solitudine.
Si è scoperto per esempio che chi faceva acquisti con lo scopo di aumentare il proprio status sociale e rivalersi sugli altri, aveva la tendenza a essere più solo. Inoltre se gli acquisti presupponevano o creavano l’aspettativa di una maggiore felicità o benessere si tendeva a essere ancora più soli. Invece si è scoperto che quando i consumatori compravano solamente per il gusto di farlo, si riscontrava una vera e propria riduzione della solitudine.
I risultati di questo particolare studio sono stati pubblicati online sul sito della rivista Journal of Consumer Research, ed hanno mostrato anche che l’impulso a fare acquisti è variabile tra le persone e anche nel tempo.
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