You’ll Feel As Good As What You Buy?

5 comments | December 19th, 2011

(story by OOC via SaulThisWeek.com)

At the height of the Holiday shopping season, we bring you this (no need to thank us).  Researchers at the University of Minnesota have determined we can make ourselves feel better by buying big-name brands.

The study in the Journal of Consumer Research (and reported at www.sciencedaily.com), showed that buying a "prestigious brand with an appealing personality such as Nike or Harley-Davidson, can improve your self-image, by rubbing off on the way you see yourself."  Here's how they conducted the research (and from the original article):

"They asked a group of women to carry a shopping bag –either a Victoria's Secret shopping bag or a plain one –for an hour while shopping at a mall. Then the women rated themselves on a list of personality traits.

The result? The shoppers who carried the Victoria's Secret bag perceived themselves as more feminine, glamorous and good-looking than those with the plain bag.

In a subsequent experiment, researchers found some people felt smarter when they carried a pen embossed with the logo from super-brainy MIT (Massachusetts Institute of Technology). And this was true even after some of the study participants were led to believe they scored poorly on a math test."

So are you only as happy as what you buy?  Would you wear the exact same top you're wearing RIGHT NOW if it had a label from say "Jinny's House of Cheap Tops" inside it?  Do you feel better about you if you're wearing a brand that's got "status" and recognition?   What are your favorite labels?

Maybe we can feel better just by talking about them?  Go on fancy pants, spill it.  XO, OOC

Oh, and if you really want to feel the affects of a fancy label, don't hesitate to check out the Off OUr Chests StoryTee Collection for Girls here. We're just saying.)

(the original article was authored by ian.gillespie@sunmedia.ca)


  • Doomed

    Posted on December 19, 2011

    In this economy I am doomed to unhappiness then :(

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  • Anonymous

    Posted on December 19, 2011

    I actually feel good about myself when I wear a lot of beautiful second-hand clothes. Because I know I’m recycling and that some people who are into buying expensive brands will envy what I wear.
    Save the planet, your wallet, and have fun doing it!
    But yeah, I usually feel miserable in a mall because things I like I can’t afford. So I just avoid them as much as I can.

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  • LCD

    Posted on December 19, 2011

    My BFF buys everything at Target. She looks great and feels good about her thriftiness. I wish I could deal with astore that size. I get overwhelmed too easily.

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  • Leulah

    Posted on December 19, 2011

    I don’t think this study is about carrying something expensive. I think it has more to do with people defying themselves by what they wear/use.

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