大家买了衣服为什么会后悔

Shopper's remorse is different, of course, from compulsive shopping or hoarding. Buzz Bissinger, the Pulitzer Prize-winning author of 'Friday Night Lights, ' set off a stir online when he chronicled his shopping addiction in an essay in the April issue of GQ entitled 'My Gucci Addiction.' He spent $587, 412.97, he wrote, on mostly flashy designer clothing between 2010 and 2012. Mr. Bissinger subsequently sought treatment for his compulsion. 'I wrote it because it was the only way I knew of coming to terms and getting the help I am now getting, ' said Mr. Bissinger in a statement emailed by a GQ spokesman.
当然，购物之后后悔与购物强迫症或囤积强迫症是不同的。因《胜利之光》(Friday Night Lights)一书而获得普利策奖(Pulitzer Prize)的巴兹•比辛格(Buzz Bissinger)在男装杂志《智族》(GQ)四月号上发表一篇名为《我的古驰瘾》(My Gucci Addiction)的文章，按时间顺序记述了他的购物癖，这篇文章在网上引起了轰动。他写道，2010到2012年期间，他曾花了587,412.97美元买衣服，其中大多是华丽的设计师品牌服饰。比辛格后来努力寻求方法治疗他的购物强迫症。《智族》发言人通过电子邮件发送的一份比辛格的声明称：“我写这篇文章是因为，这是我所了解的正视问题、获得帮助的唯一方式。”

A few years ago, when the recession made her anxious, Colette Courtion, founder of a chain of upscale anti-aging skin clinics in the Northwest, went shopping. Some of the clothes still have the tags on. She keeps them as a reminder, she says, 'to go to yoga instead of shopping.'
科莱特•考特申(Colette Courtion)是美国西北部一家高端肌肤抗衰老连锁诊所的创始人，几年前，经济衰退令她感到焦虑，于是她开始通过购物寻求慰藉。她买的一些衣服到现在吊牌还没有摘。她说，留着这些衣服是为了提醒自己“去做瑜伽，而不要去购物”。

Now she shops only when she truly needs something. 'It's not for recreation anymore, ' she says.
现在，考特申只买她真正需要的东西。她说：“现在我不再为消遣而买东西了。”

A Post-Purchase Consumer Regret Scale, developed by Seung Hwan Lee and June Cotte at what is now called Western University's Ivey Business School in Ontario, tracks reasons for shopper's remorse. Among the causes: fear that choosing an alternative might have worked out better; a change in how important or useful an item seems; a feeling they didn't put enough thought into their purchase decision; and a suspicion they spent too much time or effort buying something that later doesn't seem worth the time or effort. The scale was published in a 2009 issue of the journal Advances in Consumer Research.
加拿大西安大略大学(Western University)毅伟商学院(Ivey Business School)的李升桓(Seung Hwan Lee, 音)和琼•科特(June Cotte)设计了一份“消费者购后后悔量表”(Post-Purchase Consumer Regret Scale)，以追踪购物者后悔的原因。相关原因包括：担心选择另一件商品可能会更好；某件商品的重要性或用处发生了变化；感觉自己在做出购买决定时未能充分考虑；怀疑自己花太多时间或精力购买了后来感觉并不值得付出这么多时间或精力的东西。该量表2009年发布于《消费者研究进展》(Advances in Consumer Research)期刊。

The conventional wisdom that shoppers regret splurges isn't true, research found. In fact, shoppers most regretted, over the long term, passing up an indulgence for something practical or less expensive, according to research in the Journal of Marketing Research in 2008 by Ran Kivetz, a professor of marketing at Columbia University Business School, and Anat Keinan, assistant professor of business administration at Harvard Business School.
一般人认为购物者多是为自己乱花钱而后悔，但研究显示这种看法并不正确。研究发现，事实上，从长期来看，购物者最后悔的是错过了买到某件实用的或更便宜的商品所带来的享受。这项研究是哥伦比亚大学商学院(Columbia Business School)营销学教授瑞恩•科维茨(Ran Kivetz)和哈佛商学院(Harvard Business School)工商管理学助理教授阿奈特•凯南(Anat Keinan)开展的，研究论文于2008年刊登于《市场营销研究期刊》(Journal of Marketing Research)。

Michael Fanelli, a 50-year-old construction project manager who lives in New York City, still holds on to a few pairs of patterned pants from high-end label Etro he purchased years ago. When he was shopping, 'I was looking for something that makes a statement, ' he says. 'I look at them now and it's 'what was I thinking?''
50岁的迈克尔•法内利(Michael Fanelli)是纽约市的一名建筑项目经理，他还保留着多年前购买的几条高端品牌艾特罗(Etro)的花裤子。他说，他购物时“会寻找那些能彰显个人品味的东西，但现在我看到这几条裤子时心里会嘀咕：‘当时我是怎么想的？’”

Mr. Fanelli owns a lot of shirts with prints and patterns, which made it tough to match with the trousers. He occasionally wears the pants but feels self-conscious whenever he does. He keeps putting them back in his closet in part because they are 'really nice quality.'
法内利的很多衬衫都是带印花和图案的，所以很难配这几条裤子。他偶尔会穿这几条裤子，但每次穿的时候都会感到不自在。不过，他还是会把这几条裤子放回衣柜，在一定程度上是因为它们“质量真的很好”。

Of all people, Tyler Tervooren, of Portland, Ore., should be able to avoid style risks. The 28-year-old is the founder of Advanced Riskology, an online guide to taking smarter risks in life from mountain climbing to starting a business. When launching his business in 2010, he bought expensive wool sweaters, hoping to impress business associates.
俄勒冈州波特兰(Portland)的泰勒•特沃伦(Tyler Tervooren)应该比所有人都更能规避乱买衣服的风险。28岁的特沃伦创办了在线指导网站Advanced Riskology，帮助人们更好地应对生活中的风险（从登山到创业应有尽有）。2010年创业时，他买了一些昂贵的羊毛衫，希望能给业务伙伴留下深刻印象。

He wore one once. 'It just wasn't me. I'm a jeans person, ' he says. He finally donated some and sold others at a consignment shop when he moved to a smaller place in 2011.
其中一件羊毛衫他只穿过一次。他说：“这根本不是我的风格。我穿惯了牛仔裤。”最终，2011年他搬到一个比原先小的地方住时把其中一些羊毛衫捐了，另一些则在一家二手寄卖店卖掉了。

Now if he sees something in a store he might want, he will wait 10 days, to see if the feeling passes.
如今，当特沃伦在店里看到想买的东西时，他会等上10天，看看自己的购物欲会不会消失。