Want spouse's at­ten­tion? Well, re­tail ther­apy can help

Hindustan Times (Patna) - Live - - Timeout - IANS

Ever felt jeal­ous about the at­ten­tion your part­ner was giv­ing to some­one else? Well, don't fret, re­tail ther­apy can bring back the love of your life, ac­cord­ing to a new study. The find­ings showed that feel­ings of jeal­ousy in­crease the de­sire of buy­ing eye-catch­ing prod­ucts. “We be­lieve that this ef­fect is not just re­stricted to jeal­ousy in ro­man­tic re­la­tion­ships. 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,” said Xun (Irene) Huang, pro­fes­sor at Nanyang Tech­no­log­i­cal Univer­sity in Sin­ga­pore.

For the study, a se­ries of ex­per­i­ments were con­ducted. One ex­per­i­ment showed that par­tic­i­pants who had feel­ings of jeal­ousy were more likely to buy a no­tice­able gold lamp for their of­fice. But if they were buy­ing a lamp for their bed­room, in­ter­est in a gold lamp ver­sus a plain grey one was equal. In ad­di­tion, the de­sire to get some­one’s at­ten­tion with flashy prod­ucts even out­weighed the risk of public em­bar­rass­ment, the re­searchers said.

Ac­cord­ing to Huang, the study may also have im­pli­ca­tions for mar­ket­ing. Print ad­ver­tise­ments and in-store dis­plays can cap­ture sit­u­a­tions in which jeal­ousy is at play, which could mo­ti­vate con­sumers to buy prod­ucts that will at­tract at­ten­tion. The study was pub­lished on­line in the Jour­nal of Con­sumer Psy­chol­ogy.

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