Researchers Give Potential Solution to Buyer's Shame - FOX 29 News Philadelphia | WTXF-TV

Researchers Give Potential Solution to Buyer's Shame

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Do you find yourself getting stressed out when it's time to run to the grocery store for feminine products or wart remover?

Researchers have some advice that could make your next shopping trip a little less embarrassing.

Sometimes, we attempt to hide our purchase until the very last moment. Or maybe we attribute a humiliating shopping list to a loved one. "Yeah, my girlfriend. She is not feeling well." Some will even overcompensate with a display of fake confidence. Anyone seen the ribbed condoms? Yup. I'm gonna buy some condoms. They got condoms here, or what? Condoms.

At one time or another, buyer's shame plagues us all. How do people deal with it?

"I use my own bags," says a shopper we asked.

"Self checkout," says another.

"I'm not ever self-conscious," claims another.

But now, finally, for the rest of us who get awkward in the checkout line, researchers at Northwestern University think they've found a solution. To fight shopping anxiety, add to your cart an item that you feel counterbalances a more sensitive purchase.

So if I'm a dude buying tampons and a Cosmo, I might also grab a copy of "Guns and Ammo" and a six pack of Budweiser, even though I don't really need them.

We're unsure how exactly this strategy applies to a wart-remover or hemorrhoid cream.

However, whatever the embarrassing item, camouflaging it with other more mundane ones seems to make us feel better.

So go ahead. Keep on waiting for the aisle to empty out. Or you can just buy another pack of gum you don't need and bury that lice shampoo at the bottom of your shopping basket.

In all likelihood, the clerk really doesn't care anyway.

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