Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Shopping is a way of interacting with the world around us

04.06.2008
Our relationship with objects is multilayered and often very emotional, and this is expressed in the way we shop. Swedish ethnologist Erik Ottoson of Uppsala University has studied the way we look for things in shopping malls, town centres and flea markets, and even in skips.

“Being a consumer sometimes means fantasising and dreaming about objects, and this is boosted when we come face to face with things that arouse various feelings of attraction and resistance,” says Ottoson, who has researched the way we look for things we want to acquire.

He has observed how people behave at flea markets, root through skips, make their way along shopping streets and through malls. According to Ottoson, searching in this way teaches us what is available and how we can track down what we are looking for. At the same time it becomes an opportunity to look inside ourselves and explore our feelings when faced with what is actually available.

“This means searching becomes a way for us to interact with the world around us, an experiental horizon where certain aspects loom large in the foreground while others are pushed into the background,” he explains.

In particular, his research focuses on what is actually going on when we are “window shopping”, i.e. strolling round and “just looking” at things without having a clear idea of what we are looking for. The people he has been studying search patiently for certain things, but more than anything, they are searching for the feeling of having found something that is better and finer that they could have imagined. At this point they have stretched the boundaries of what would be reasonable to expect to find.

The paper also shows that what we call just looking is not just about looking with your eyes, it involves your entire body – walking till your feet ache, picking things up and putting them back and feeling things with your hands.

“Meanwhile, you are waiting for that particular aha feeling you get when you find something you want – a peculiar combination of confirmation and surprise,” says Ottoson.

Erik Ottoson is defending his thesis on 3 June. Read more about the thesis at the Uppsala University website: http://publications.uu.se/theses/abstract.xsql?dbid=8897

Erik Ottoson | alfa
Further information:
http://publications.uu.se/theses/abstract.xsql?dbid=8897

More articles from Social Sciences:

nachricht Fixating on faces
26.01.2017 | California Institute of Technology

nachricht Internet use in class tied to lower test scores
16.12.2016 | Michigan State University

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Deep inside Galaxy M87

The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.

Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...

Im Focus: A Quantum Low Pass for Photons

Physicists in Garching observe novel quantum effect that limits the number of emitted photons.

The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...

Im Focus: Microprocessors based on a layer of just three atoms

Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.

Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...

Im Focus: Quantum-physical Model System

Computer-assisted methods aid Heidelberg physicists in reproducing experiment with ultracold atoms

Two researchers at Heidelberg University have developed a model system that enables a better understanding of the processes in a quantum-physical experiment...

Im Focus: Glacier bacteria’s contribution to carbon cycling

Glaciers might seem rather inhospitable environments. However, they are home to a diverse and vibrant microbial community. It’s becoming increasingly clear that they play a bigger role in the carbon cycle than previously thought.

A new study, now published in the journal Nature Geoscience, shows how microbial communities in melting glaciers contribute to the Earth’s carbon cycle, a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Expert meeting “Health Business Connect” will connect international medical technology companies

20.04.2017 | Event News

Wenn der Computer das Gehirn austrickst

18.04.2017 | Event News

7th International Conference on Crystalline Silicon Photovoltaics in Freiburg on April 3-5, 2017

03.04.2017 | Event News

 
Latest News

New quantum liquid crystals may play role in future of computers

21.04.2017 | Physics and Astronomy

A promising target for kidney fibrosis

21.04.2017 | Health and Medicine

Light rays from a supernova bent by the curvature of space-time around a galaxy

21.04.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>