Thursday, 11 August 2011
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New Study: People Buy Less When Around Attractive Shoppers
Yes, you read that title right. A new study published in the Journal of Consumer Research showed that people buy less when they're shopping with attractive peoplein the same store. Apparently, our low self-esteem and body image problems manifest themselves not only when we're at home getting dressed, but when we're out shopping too.The logic follows that, when a shopper sees a cute dress in a store that no one else is wearing or has tried on, when she tries it on herself and it looks cute, she says to herself "Oh, this dress looks so cute on me!"
However, when said shopper tries on a dress that someone -- anyone -- is wearing or also trying on, she says to herself, "Oh, this dress looks so much cuter on that girl. There's no way I can pull it off like she can!" and, consequently, doesn't buy the dress. It's not that she doesn't think she looks bad in it, she just looks worse when compared to another shopper or *gasp* sales associate.
Personally, having worked in retail for the past 3 years, I've learned that people are more likely to try on something when I'm (or another coworker of mine is) wearing something from the store. It's like free advertising and pretty often, a customer will buy the item, especially when helped accessorize.
I'm not quite sure how this study figured out what they did, but I'm not sure it reflects my own experience working in retail. Perhaps I don't get a lot of customers with low self-esteem or, probably more likely, perhaps no one is comparing themselves to me because I'm 19 and most people who are shopping in the store I work at are in their 30's and don't expect to look like me.
When I'm out shopping with friends, even, and we try on the same clothes, I don't find myself always being so negative. In fact, a lot of times things look similar on me and my best friends, regardless of body type. But who knows? Again, maybe I'm in an unrealistic world of confident young women.
Lovelies, does this reflect your experiences shopping or working in retail?
[via Jezebel]
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About the Author
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- From: scroger92@xanga
- About Me: Going into my sophmore year at Cornell University for (hopefully) nutrition and human development! I love photography, glee, the 90's, dancing, yoga, baking and exploring!
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Comments (13)
bahahahah, that was my first thought. i see it all the time at work with the lingerie. when they see someone with a "perfect" body and then look at themselves, even if their bodies are fine, they get all self conscious.
when I go shopping, I'm in my own world and have so many racks of clothes to look through that I don't have time to pay attention to other shoppers and what they look like. I grab a bunch of clothes that I like and if they have a limit, then I have to choose about 8 items to try on first, then make another round or two to try on the rest. I spent around 3 hours at one store one time. other shoppers didn't really affect my purchases.
somewhat irrelevant, but i was thinking the other day that lighting is really important. the dressing rooms in tj maxx (where i was at like yesterday) have reaaaally bright/harsh lighting, and i ended up buying none of the lighter colored things that i tried on.
A good post.
@annamariuhh@xanga - TRUE STORY! i tried on a few things in a forever 21 dressing room this weekend in a dark corner so i had to use the flashlight on my phone to get a better look. didnt end up buying anything though -___- lighting is very very important.
I can see that happening, but I normally don't get like that because I don't pay attention to other shoppers unless they're purchasing the last item I wanted to get.
@annamariuhh@xanga - This is very true. I went to the mall the other day and most of the stores had bad lighting in their dressing rooms, but then I get to Victoria's Secret and they have this soft, dim lighting that makes me look good in just about anything. I don't know why stores like Ross and TJ Maxx don't take advantage of that... is it really that expensive to have good fitting rooms?
I think it depends on the person. I agree with you. I am more likely to want to buy something if I see it on a sales associate or another person. I am even more likely to buy it if the person actually looks good in it, but I can see how some people would be less likely to buy it. However, I don't usually notice other shoppers or even sales associates. I am one of those people who is in my own world when I am shopping and I don't like my concentration being interrupted.
Umm.... I buy what I like and do my best to avoid talking/looking at other shoppers or sales associates...let alone check out what they are wearing or what other people are trying on. Weird.
Personally, I think that the REAL reason people would be less likely to buy something someone else is trying on is because no one wants to end up with the same outfit as someone else, attractive or not. Especially at fast-fashion houses where there's a bazillion of the same dress, you want to tryyyy to look unique.
Oh my gosh I TOTALLY agree!!!!!!!!! I do believe people buy stuff still because they are shopaholics but when they come home they are focused on losing weight again. It's sad... how our society/ we are like that instead of being happy with who WE are and confident in OUR skin. But ya its sad but true! This actually fits me to a T. If I see a bleached blonde, skinny chic wearing a short jean shirt and a cute top I'm gonna be just looking down on myself, saying all the guys probably thinks shes hot and thinking I can't get a guy. It's sad that my brain thinks this way I gotta change that about myself and not be so into my appearance and I should focus on how cute I look and what I'm rocking.. if everyone looked the same it would NOT be cool!!!!! but anyways yeah... I think all of us girls or guys have to work on BEING CONFIDENT.
But ya.. I have turned away from buying stuff I think just because.. I'm not one of the skinny girls and I tell myself to wait (cause others have told me that) until I get skinny to wear those things....... lol and its true right now I can't fit into that stuff but my grandma always tells me I can still look good now even if I am a bit overweight =) lol Anyways.... If a sales associate is wearing a cute outfit it DEPENDS i may or may not buy it.... It depends on
1. If its my style
2. If I want it badly enough
3. If its not expensive or if I have enough money
The associate has to be wearing my style though or else I'll just think "Wow he/she looks nice..." and that's it Im not gonna buy any clothes from them.. unless I think they look cool then I'll be tempted to find my own style within the store or one similiar to theirs if im REALLY impressed but I think that RARELY happens lol