The rise of 'He-tail
therapy', as men in Liverpool now spend £1083 on pick me up shopping trips
MODERN men in Liverpool are adopting
therapy" to beat the stresses and strains of every day life; according to a
new study. Research found that more than 8 out of 10 British men are now as
enthusiastic as women about hitting the shops to make themselves feel better.
According to the figures, the average Liverpool man embarks on retail therapy
missions, in store and online, on average 6 times a month to cheer themselves
up. It also emerged that 36% feel a 'lasting buzz' from shopping for
themselves. And it isn't just about spending on fashion items; digital
accessories, holidays, music and movies all featured in the list of things that
make men in Liverpool feel good to buy.
The study shows overall 75% of men in Liverpool indulge in retail therapy on a
regular basis. 30% claimed they resort to shopping because they 'feel down',
while 26% claimed they do so out of 'boredom'. But the effects of
shopping seem to be mainly positive for the men of Liverpool; and long lasting.
Asked to describe the emotions involved in purchasing something new, 23% said
they felt 'considerably happier'. 38% said it left them feeling
'excited' and 25% felt a sense of 'achievement'.
When it comes to the thrill of owning a new piece of clothing or gadget, it
emerged 23% men in Liverpool only enjoy it up until they wear or use it. 12%
said they felt 'relief' once they had parted with their cash and fourteen
percent said they experienced a feeling of a 'weight being lifted'.
"These findings are in line with research conducted by my own laboratory.
In our studies we record brain activity, heart rate and skin conductance, a very
sensitive measure of arousal. Our data shows a spike in excitement levels when
purchasing a product that particularly attracts them. Heart rate increases as
does skin conductance while their brain waves show high levels of attention.
These changes are produced by increases in both adrenalin, a hormone that
prepares the body for action, and a brain chemical called dopamine. This
neurotransmitter has been dubbed the 'pleasure pedal' because it produces
feelings of intense delight, euphoria even. It is these powerful and positive
sensations that lie behind the male desire to shop until they drop. A
decade ago most men's aim was to get in and out of the store as swiftly as
possible, but this survey clearly demonstrates these attitudes have now changed
as increasing numbers discover the joys of 'he-tail' therapy." comments psychologist Dr David Lewis, Chairman of the Sussex based consultancy
But 48% said they felt guilty after their bout of "he-tail"
study also uncovered a culture of sneak purchases; items that are bought and
then hidden from their partners. 21% of Liverpool's males said they hadn't told
their other ½ after making a purchase.
The good news for the partners of men in Liverpool who took part in the survey
is that 49% are completely honest about what they buy and how much it costs.
Cost wise the average Liverpool man spends £1083 a year on shopping sprees.
Yesterday Vix Leyton, spokeswoman for cashback and rewards site Quidco, which
carried out the research among almost 2,000 British men, said:- "Retail
therapy, whilst still seen by some as a woman's domain, is actually natural for
both sexes. Treating yourself to impulse buys every now and again is often seen
as a quick win for a happiness boost, particularly if your day hasn't gone to
plan. But shoppers shouldn't make themselves prisoners to 'pick me up' bargains
and risk ending up with things they don't need. With the right amount of
research and more 'thoughtful' purchasing, you can buy something that cheers you
up beyond the labels coming off.What's more, the buzz of getting a really good deal on something you actually
want and, by using cashback, getting money back for what you buy somewhere in
future, you get a halo effect for future happiness."