Christmas Shoppers "In Denial", Warns Psychologist

Consumers are burying their heads in the sand when it comes to Christmas spending during 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 at the end of January, as people who ignore mounting debts over Christmas and readily engage in festive spending receive hefty credit card statements.


"People are well aware that they are spending beyond their means this year, but they're willing to take the credit hit in order to celebrate Christmas," explained Dr Fawcett. "This behaviour is conducted even though people recognise their inability to provide the necessary financial support in 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 increase their enjoyment. They live in a state of suspended ignorance which has extremely negative consequences."


The theory of cognitive dissonance was developed in the 1950s by Leon Festinger who studied members of a cult which believed the world was going to be destroyed by aliens. When the world didn't end, they believed the aliens had saved the world 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 find excuses about why it's acceptable to smoke cigarettes or drink excessive amounts of alcohol."


However, there is a way to prevent dissonant thoughts from taking over this Christmas, he advises: "People need to change their belief systems and recognise when their ideas and behaviours are conflicting.



They need to take a reality check the weeks prior to Christmas. Although it may result in a less lavish period, it could well provide a more comfortable post-festive existence which is less stressful.


"That's the only way to prevent guilt and depression in the New Year when the Christmas excess and enjoyment has worn off."


Salford University