心情不好你就瘋狂購物吧
都說購物能讓女性心情變好，這可不是水口說說的們最近一份研究調查證實了“血拼”的這一附加效果。
Treating yourself to something nice at the shops apparently has a ‘lasting positive impact on mood’ and leaves ‘few if any negative emotional side-effects’.
在商店中挑選一些心意的物品來犒賞自己，這樣的行爲能否給心情施加長久的正面的影響，並且很少會出現感情方面的消極的“副作用”。
It is a find that will prompt a sigh of relief from Britain's ailing retailers.
這樣的發現對於零售消費商來說應該是個相當不錯的喜訊。
Researchers conducted hundreds of interviews at shopping centres as well as asking shoppers to keep diaries of their shopping behaviour, moods and buys they regretted.
研究人員們來到各大購物中心採訪了不少的消費者，並讓們他們將自己的購物習慣記錄下來，把心情、或者購買了之後又後悔情況都寫進“血拼日記”之中。
Those who said they were in a bad mood on their way into a shop were more likely to indulge in an impulse buy.
他們發現，那些帶着不好的心情前來購物的消費者更容易沉迷於衝動性的購物，並且被這樣一種情緒支配。
A total of 62 per cent said they had bought something to cheer themselves up while 28 per cent said they had indulged as a form of celebration.
受訪者中有62%的消費者表示，他們會買通過買東西來讓自己心情好起來，另有28的人將“血拼”作爲是慶祝的一種方式方法。
The study, published in the Journal of Psychology and Marketing in the U.S., concluded: ‘Retail therapy purchases were overwhelmingly beneficial, leading to mood boosts and no regrets or guilt.’
這項研究的結果刊登在了美國《心理學與市場營銷期刊》上，文章指出：“所謂的‘安慰式購物心理’對於商家的益處是不言而喻的，它能使消費者情緒高漲，並且不會有後悔或者內疚的心理。”
Selin Atalay and Margaret Meloy, the authors of the study, Retail therapy: A strategic effort to improve mood, said retailers could learn from the findings.
文章的作者Selin Atalay和Margaret Meloy表示,研究的結果對於零售商有着很大的借鑑作用。
They said: 'It is not suggested here that every retailer suddenly make a small treat item available at checkout to tempt consumers, or that mall planners strategically locate candy stores near every mall exit.
他們說：“我們的用意並不是要所有的商家們突然都在收銀臺放置小點心招待消費者，或者是讓購物中心把糖果店都搬到商城的出入口。”
'What is suggested is that perhaps practitioners have it 'right' when they appeal to consumers with slogans that encourage them to buy themselves splurges.
“我們希望消費者可以準確的掌握到這樣一種訊息和實際，利用口號鼓勵消費者爲自己而消費。”
'There seem to be positive consequences to buying oneself a small treat: one does feel better.'
“給自己買些東西看以來將會產生正面的結果，並且會使得心情也好起來。”
The study did sound a cautionary note, saying that findings should be interpreted with care because the survey was 'self-selecting', because participants in a good mood were more likely to respond.
不過他們也指出這項研究結果僅僅只能作爲一個“忠告”，在解讀這項發現是應結果留意，因爲消費者的“自我選擇性”，因爲接受訪問的人在心情良好時更易作出迴應。
Only one of those interviewed regretted splurging.
僅僅有一例受訪者表示對於揮霍感到了後悔。
Could it have been Keira Knightley? The actress told recently of her guilt at splashing out ?2,795 on a Burberry sheepskin coat.
這個人說不定就是英國演員Keira Knightley，這位女星最近狠狠花了一筆，砸下2795英鎊買些了一件Burberry的羊皮大衣。
