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When You Could Use a Little Support
It's no surprise that we're likely to splurge when we're feeling down, but 75 percent of women say they're shopping to treat someone else, finds University of Hertfordshire research. Sadness can make us crave others' support, and buying gifts for those we care about can help us feel more connected to them, explains Sheconomics co-author Karen Pine, PhD, who conducted the study. Plus, when money is tight, it's easier to justify spending on someone other than ourselves.