Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Shopping is a way of interacting with the world around us

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:

Erik Ottoson | alfa
Further information:

More articles from Social Sciences:

nachricht New population data provide insight on aging, migration
31.08.2016 | International Institute for Applied Systems Analysis (IIASA)

nachricht PRB projects world population rising 33 percent by 2050 to nearly 10 billion
25.08.2016 | Population Reference Bureau

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

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

Im Focus: Novel light sources made of 2D materials

Physicists from the University of Würzburg have designed a light source that emits photon pairs. Two-photon sources are particularly well suited for tap-proof data encryption. The experiment's key ingredients: a semiconductor crystal and some sticky tape.

So-called monolayers are at the heart of the research activities. These "super materials" (as the prestigious science magazine "Nature" puts it) have been...

Im Focus: Etching Microstructures with Lasers

Ultrafast lasers have introduced new possibilities in engraving ultrafine structures, and scientists are now also investigating how to use them to etch microstructures into thin glass. There are possible applications in analytics (lab on a chip) and especially in electronics and the consumer sector, where great interest has been shown.

This new method was born of a surprising phenomenon: irradiating glass in a particular way with an ultrafast laser has the effect of making the glass up to a...

Im Focus: Light-driven atomic rotations excite magnetic waves

Terahertz excitation of selected crystal vibrations leads to an effective magnetic field that drives coherent spin motion

Controlling functional properties by light is one of the grand goals in modern condensed matter physics and materials science. A new study now demonstrates how...

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Prototype device for measuring graphene-based electromagnetic radiation created

28.10.2016 | Power and Electrical Engineering

Gamma ray camera offers new view on ultra-high energy electrons in plasma

28.10.2016 | Physics and Astronomy

When fat cells change their colour

28.10.2016 | Life Sciences

More VideoLinks >>>