Ο φόβος του θανάτου επηρεάζει την αγοραστική μας συμπεριφορά

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Πλησιάζει και πάλι αυτή η εποχή του χρόνου, όπου όλα γύρω μας “φωνάζουν” “ψώνισε”. Μπορεί αυτή η εσωτερική φωνή, σε συνδυασμό με ένα άσχημο δελτίο ειδήσεων, με σεισμούς, αεροπορικά δυστυχήματα και τροχαία να κάμψει κάθε υπόσχεση περί οικονομίας και να μας κάνει να κακομάθουμε τον εαυτό μας αγοράζοντας κάτι και για εμάς, ή όχι;

Νέα έρευνα από τη Σχολή Business John αποκάλυψε ότι η σκέψη του θανάτου μπορεί να μας οδηγήσει σε παρορμητικές αγορές. Αν βέβαια αυτές οι αγορές είναι στον τύπο μας, γιατί αν είμαστε πολύ «σφιχτοί» ούτε καν οι μαύρες σκέψεις δεν μπορούν να μας κάνουν να βάλουμε το χέρι στην τσέπη.

“H σκέψη του θανάτου κάνει τους ανθρώπους να προσδένονται ακόμη περισσότερο με τις συνήθειες και τις απόψεις τους, γιατί έτσι μπορούν να ανταπεξέλθουν στη θνητότητά τους”, υποστηρίζει εις εκ των ερευνητών, ο Michel Laroche. O Laroche και ο συνεργάτης του, Marcelo Nepomuceno, θέλησαν να εξετάσουν κατά πόσο ίσχυε αυτή η άποψη σε δύο ομάδες ατόμων: εκείνους που τους αρέσει να ψωνίζουν μέχρι τελικής πτώσεως και εκείνους που αντιστέκονται σθεναρά στην καταναλωτική μανία, είτε επειδή δεν θέλουν να ξοδεύουν πολλά είτε επειδή θέλουν να ζουν απλά.

“Βρήκαμε ότι εκείνοι που αντιστέκονται στην κατανάλωση, δεν επηρεάστηκαν από τη σκέψη του θανάτου στο να αγοράσουν περισσότερα. Αντίθετα όσοι έχουν την τάση να υπερκαταναλώνουν, φαίνεται ότι όταν σκέφτονται τον θάνατο έχουν μεγαλύτερη ροπή προς αγορές, γιατί αυτό τους κάνει να αισθάνονται καλύτερα με τον εαυτό τους”, εξηγεί ο Nepomuceno.

Η μελέτη δημοσιεύθηκε στην επιθεώρηση Journal of Consumer Affairs.

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