Why the fear of death makes us go shopping
Whether it will put off the inevitable is another question altogether

Charged with restoring a nation's battered confidence in the aftermath of 9/11, President George W. Bush had an odd recommendation for the American people: Go shopping.
"Get down to Disney World in Florida," he said. "Take your families and enjoy life."
The remarks, intended to buoy consumer spending in the face of an economic downturn, came back to haunt Bush as critics needled him for responding to a national tragedy with what, in retrospect, sounds like pretty vapid advice.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
But in confronting a dramatic reminder of our mortality, it turns out that Bush's reaction may be all too common. A two-part study led by Michigan State University marketing professor Ayalla Ruvio shows how post-traumatic stress actually reinforces our need for the shiny and new.
In the first part of the study, questionnaires were sent to two groups: First, an Israeli community living near the Gaza Strip during six months of near-daily rocket attacks in 2007. The second, a town far removed from the fighting whose residents were aware of the attacks. According to Elizabeth Preston at Inkfish, "The questionnaires were meant to ferret out a few different answers about people."
Did they experience post-traumatic symptoms such as nightmares or memory loss? Did they cope with negative feelings by buying things? How often did they return from a shopping trip with items they hadn't meant to purchase? Other questions assessed how materialistic the subjects were — did they place a lot of value on owning nice things? [Inkfish]
Unsurprisingly, individuals deemed "highly materialistic" reported higher levels of post-traumatic stress, and their purchases reflected this accordingly.
For the second part of the study, researchers looked at the psychological state and spending habits of 855 U.S. consumers. This time, a similar survey was designed to capture the interests of a wide range of Americans, both geographically and culturally, and included questions like, "How much do you think about your own death?" Again, a clear correlation between impulse shopping and a fear of the inevitable was established.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
But while shopping may soothe us in the short term, it can have perilous long-term effects. Researchers suggest that low self-esteem coupled with a lingering fear of the reaper may be responsible for intensifying post-traumatic stress. Owning things may give those who fear death a false sense of permanence in an impermanent world.
"When the going gets tough, the materialistic go shopping," says Ruvio. "And this compulsive and impulsive spending is likely to produce even greater stress and lower well-being. Essentially, materialism appears to make bad events even worse."
-
America's academic brain drain has begun
IN THE SPOTLIGHT As the Trump administration targets universities and teachers, educators are eying greener academic pastures elsewhere — and other nations are starting to take notice
By Rafi Schwartz, The Week US Published
-
Why is Musk targeting a Wisconsin Supreme Court race?
Today's Big Question His money could help conservatives, but it could also produce a Democratic backlash
By Joel Mathis, The Week US Published
-
How to pay off student loans
The explainer Don't just settle for the default repayment plan
By Becca Stanek, The Week US Published