They don’t call it retail therapy for nothing. Shopping can actually make you happy, a study has found. 都说购物能让女性心情变好,这可不是水口说说的们最近一份研究调查证实了“血拼”的这一附加效果。
/ Z; ^. y- S6 y, B |# p Treating yourself to something nice at the shops apparently has a ‘lasting positive impact on mood’ and leaves ‘few if any negative emotional side-effects’。7 X$ u( \7 c7 q ~2 S9 k
在商店中挑选一些心意的物品来犒赏自己,这样的行为能否给心情施加长久的正面的影响,并且很少会出现感情方面的消极的“副作用”。5 H9 T& Z( o' v, N3 J. X b
It is a find that will prompt a sigh of relief from Britain‘s ailing retailers.
# z- _4 N8 i* Y: k" D 这样的发现对于零售消费商来说应该是个相当不错的喜讯。
) x' r: ? T/ X+ R Researchers conducted hundreds of interviews at shopping centres as well as asking shoppers to keep diaries of their shopping behaviour, moods and buys they regretted.* O, s) u3 i! _7 h; h0 J. E! G
研究人员们来到各大购物中心采访了不少的消费者,并让们他们将自己的购物习惯记录下来,把心情、或者购买了之后又后悔情况都写进“血拼日记”之中。# U. I$ a8 a' [7 {
Those who said they were in a bad mood on their way into a shop were more likely to indulge in an impulse buy.; j+ [* V# B6 t) A* K) W
他们发现,那些带着不好的心情前来购物的消费者更容易沉迷于冲动性的购物,并且被这样一种情绪支配。$ f- p: R- M, o2 b( y
A total of 62 per cent said they had bought something to cheer themselves up while 28 per cent said they had indulged as a form of celebration.
9 Y c' S2 g* o 受访者中有62%的消费者表示,他们会买通过买东西来让自己心情好起来,另有28的人将“血拼”作为是庆祝的一种方式方法。( o) ]2 R6 f L# c' X2 [# E; K' ^
The study, published in the Journal of Psychology and Marketing in the U.S., concluded: ‘Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt.’
! R4 d7 H) _! w+ \: o 这项研究的结果刊登在了美国《心理学与市场营销期刊》上,文章指出:“所谓的‘安慰式购物心理’对于商家的益处是不言而喻的,它能使消费者情绪高涨,并且不会有后悔或者内疚的心理。”
- ]. |7 F7 v4 Q) b% @0 {6 j Selin Atalay and Margaret Meloy, the authors of the study, Retail therapy: A strategic effort to improve mood, said retailers could learn from the findings.
4 P, d3 k, l# t9 T* s }$ g7 K$ @ Selin Atalay和Margaret Meloy表示,研究的结果对于零售商有着很大的借鉴作用。( d2 [: a: @2 D" o& l+ C9 P- y' [
They said: ’It is not suggested here that every retailer suddenly make a small treat item available at checkout to tempt consumers, or that mall planners strategically locate candy stores near every mall exit.
2 D1 v3 T) p# n2 x8 O2 z) Y& ? 他们说:“我们的用意并不是要所有 的商家们突然都在收银台放置小点心招待消费者,或者是让购物中心把糖果店都搬到商城的出入口。”
: g4 D: M( m5 g& M- A: ^+ Q5 w ‘What is suggested is that perhaps practitioners have it ’right‘ when they appeal to consumers with slogans that encourage them to buy themselves splurges.& R" i& o5 B6 M; U; S1 H [/ ?
“我们希望消费者可以准确的掌握到这样一种讯息和实际,利用口号鼓励消费者为自己而消费。”& R$ o$ y. ^4 Y0 w- H% ]" S
’There seem to be positive consequences to buying oneself a small treat: one does feel better.‘
4 W0 \$ K0 E3 {( @( ^3 F, R+ S “给自己买些东西看以来将会产生正面的结果,并且会使得心情也好起来。”$ s. `- C# W; D" b: z0 i* M. i
The study did sound a cautionary note, saying that findings should be interpreted with care because the survey was ’self-selecting‘, because participants in a good mood were more likely to respond.
; b; g M W; W& q9 E$ b; K/ r. U 不过他们也指出这项研究结果仅仅只能作为一个“忠告”,在解读这项发现是应结果留意,因为消费者的“自我选择性”,因为接受访问的人在心情良好时更易作出回应。4 c* g: n' C( ~" k$ c
Only one of those interviewed regretted splurging.
) a2 m" B- c8 L/ H) U% R3 \ 仅仅有一例受访者表示对于挥霍感到了后悔。
5 g, }: m6 u6 O5 o Could it have been Keira Knightley? The actress told recently of her guilt at splashing out ?2,795 on a Burberry sheepskin coat.
& j3 Q: u6 l% {7 k, j2 O: { 这个人说不定就是英国演员Keira Knightley,这位女星最近狠狠花了一笔,砸下2795英镑买些了一件Burberry的羊皮大衣。 |