You Shop Because You're Jealous, Says Science
You can’t hide that little green monster for very long — in fact, new research suggests that your jealousy might actually lead you to wear that little green monster like a badge of honor.
Researcher Xun (Irene) Huang, PhD, has uncovered evidence that jealousy leads people to shop more — and to shop for more ostentatious things. Huang initially conducted a study to see whether jealous partners were more motivated to buy things that would capture their partner’s attention, according to a press release citing evidence shared in the July issue of the Journal of Consumer Psychology.
Over the course of five experiments, she discovered that avarice enhances the desire for eye-catching products, “such as a bright colored coat instead of a dull-colored one, or a T-shirt with a big logo design versus a low-key design.” But it’s not just jealousy over romantic partners that drives this desire. Huang stated, “Children can be jealous of a sibling’s relationship with their parents, or workers might be jealous of a colleague’s close relationship with a supervisor.”
The study theorizes that companies — either intentionally or inadvertently — take advantage of this phenomenon when they advertise showy products in “displays can capture situations in which jealously is at play, which could motivate consumers to buy products that will attract someone’s attention.” The scientists also posit that advertisements eye-catching products during TV shows that focus on jealousy-ridden relationships are “a common theme.”
An interesting wrinkle in the findings, though, includes evidence that jealous folks are more likely to purchase more outrageous items if there’s a chance they can really show off those items. “Participants who were experiencing feelings of jealously in one experiment were more likely to buy a noticeable gold lamp for their office, a public place. But if they were buying a lamp for their bedroom, interest in a gold lamp versus a plain grey one was equal,” according to the press release.
And it turns out jealousy overrides shame, to boot. When researchers asked participants if they’d rather wear an ordinary or an outrageous pair of sunglasses to two types of parties — one, a more unconventional gathering, where such glasses might be fitting, and another, a more traditional get-together — jealous participants boldly chose to wear the eye-catching glasses to both parties. No shame in their jealousy game.
So the next time you catch your partner getting just a little too close to your friend’s spouse, or you’re green with envy over your colleague’s promotion, be wary of turning to retail therapy as a solution. Unless you enjoy wearing hot-pink feather boas to company happy hours.
And if your kid is suddenly begging for an entire collection of ’90s troll dolls — those of the neon-hair variety — you might want ask your little one about his or her day. Chances are, somebody simply brought something really awesome to show and tell.
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