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Consumers are burying their heads within the sand in relation to Christmas spending for the duration of the credit crunch, a top psychologist is cautioning.
Salford University’s Dr Tom Fawcett associates the psychological phenomenon of ‘cognitive dissonance’ – or conflicting thoughts – for the public’s desire to spend this Christmas – even though they know they can’t afford it.
He predicts a post-seasonal rise in anxiety and depression in the end of January, as folks who ignore mounting debts more than Christmas and readily engage in festive spending receive hefty credit card statements.
“People are well aware that they’re spending beyond their indicates this year, but they’re willing to take the credit hit so that you can celebrate Christmas,” explained Dr Fawcett. “This behaviour is conducted even though folks recognise their inability to offer the required financial support inside the long term.
“These contradictory thoughts are known as cognitive dissonance and create uncomfortable tension in people’s minds. People know deep down that their behaviour is destructive but they suppress those thoughts in order to boost their enjoyment. They live in a state of suspended ignorance which has extremely negative consequences.”
The theory of cognitive dissonance was developed within the 1950s by Leon Festinger who studied members of a cult which believed the world was going to be destroyed by aliens. When the globe didn’t end, they believed the aliens had saved the globe instead.
Dr Fawcett said: “Although Festinger’s case is extreme, we’re all guilty of dissonant thoughts. We justify consuming fattening foods when overweight, and locate excuses about why it is acceptable to smoke cigarettes or drink excessive amounts of alcohol.”
However, there’s a approach to prevent dissonant thoughts from taking over this Christmas, he advises: “People need to have to change their belief systems and recognise when their ideas and behaviours are conflicting.
They require to take a reality check the weeks prior to Christmas. Although it might result in a much less lavish period, it could well offer a much more comfortable post-festive existence which is much less stressful.
“That’s the only method to avoid guilt and depression in the New Year when the Christmas excess and enjoyment has worn off.”
Salford University
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