This is what people really buy when they emotionally overspend (hint: it’s not designer clothes)

When the going gets tough, the tough go shopping for toilet paper, bleach, cleaning products and disinfectant wipes.

The media portrays impulse or “emotional” shoppers one way: bored men and women who run up credit card bills in designer stores and buy shoes online. But a recent study published in the Journal of Consumer Research suggests that people get a kick out spending money on the hoof, but they typically end up buying necessities instead of luxury products.

‘Consumers who experience a loss of control are more likely to buy products that are more functional in nature, such as screwdrivers and dish detergent, because these are typically associated with problem solving, which may enhance people’s sense of control.

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