Essay 3- revised

Shop till You Drop

The normal human mind craves new and exciting things, and shopping fills that need. For some, the thrill of spending/shopping becomes compelling, so much that these certain people cannot control the impulse to shop for something- anything. “Oniomania,” is the psychiatric term used for retail addiction. Oniomania is defined as an uncontrollable desire to buy things. Overtime, advertising and marketing, advances in technology, and severe negative emotions have become the three major causes of Oniomania, which have affected society greatly over the past few decades.  

Advertising has greatly influenced American society. Over time, society has accepted the advertising industries suggestion that people need material positions. Advertisers utilize the newspaper, radio broadcasting, television broadcasting, internet, and mobile phones to communicate their ads. Advertising companies use many different techniques when trying to show the importance of a product, and why consumers "need" the product. “Avante Garde,” is a technique used when advertisers make the product appear that it will put the consumer ahead of the times. For example Dip n Dots ice-cream, claims to be the ice-cream of the future. “Testimonials,” or endorsements, use a famous person, usually seen using or supporting the product in some way. For example, Michael Jordan is seen in commercials wearing Nike Jordan’s. Finally, “Bandwagon,” is a technique that exploit’s a consumer’s natural desire to be part of “the crowd” (Mandora). All of these techniques make the consumer feel as if they need the product being advertised.

Retail addicts have something in common with all addictions; they all have a root cause. Oniomaniacs get into a vicious circle that consists of negative emotions like anger and stress, which lead to purchasing something. After the act of buying is over, the person is either regretful or depressed. In order to cope with the feelings, the addicted person returns to square one, and resorts to another purchase. (Perkins). Suze Orman, psychologist and financial author of three consecutive New York Times bestsellers, says “Our emotions influence up to 80 per cent of our financial decisions”. Oniomania usually stems at an early age.  Children who experience parental neglect will grow up with low character-respect because throughout their childhood, they experienced that they were not important as a quality, but recognized as a worthless object. As an effect, these neglected children play only with toys to compensate for their loneliness. Adults that have depended on equipment for emotional support when they were younger are most likely to become addicted to shopping because of the ongoing sentiment of deprivation they experienced as a child. (Thomas). The most common theory of compulsive shopping is that a link exists between compulsive shopping and clinical depression. Low serotonin levels found in depression are also associated with increased rates of impulsivity. (Intili). "Individuals will get some kind of high from an addictive behavior like shopping," says Ruth Engs, EdD, a professor of applied health science at Indiana University. "Meaning that endorphins and dopamine, naturally occurring opiate receptor sites in the brain, get switched on, and the person feels good, and if it feels good they are more likely to do it -- it's reinforced."

 Retail addicts are unable to deal with their everyday problems, especially those that alter their self-esteem. Most of the issues in their lives are repressed by buying something.

Social conditions may also play an important role, especially in capitalist societies that are dominated by a consumerist economy where buying is an important part of daily life. Credit cards facilitate the spending of money as well as mail order via catalogues or online shopping. The thrill and excitement of spending and shopping are no longer limited to the mall. Online spending has reached new heights; according to InfoWorld (Jan. 2007), U.S. retail Web sites collected $102.1 billion in 2006. Credit cards are a major necessity in an Oniomaniacs life. Being able to lay down a piece of plastic to get what we want can be addictive. All one has to do is hand over the card to the cashier for a few brief seconds, and the spending is done. When paying in cash, it is easier for someone to realize how much money he or she is actually spending. (Berger ).

Compulsive shoppers start the cycle with a feeling of emptiness, and a low self-esteem. Advertising from the television, radio, internet, and magazines tell people that if they buy their product, they will be seen as more important, successful, loveable, or complete. Oniomaniacs spend money to gain that euphoric feeling, but it is only a temporary feeling because when the shopping and the spending are over, the vicious circle starts over again. Retail addiction, Oniomania, shopping addiction, binge spending: there are many names. But regardless of how one terms this growing group of society, Oniomaniacs will continue to have to face advertising agents and agencies unnecessary, persuasive techniques that can turn wants into needs overnight.