As you may notice, girls intend to buy more stuff when they are in extremely low spirit and very down. Take one of my friends for example; she just broke up with her boyfriend. She had spent her allowance on two new jacket and three boats in last ten days. She said that is the only way to filling of emptiness in life. But why people engaged in shopping when they are in bad mood? What motive they to buy more stuff during the hard period of life? According to the report <<why sad people spend more>> on Financial Highway, it provides an assumption that” Being sad and self-focused we tend to devalue our possessions and ourselves and this devaluation makes us willing to pay more for goods which we hope will enhance our self worth.” I totally agree with that idea. Refer to what we had learned about consumer’s behavior. People have different level of need and people are always making great effort to obtain self-achievement. However, life is full of ups and downs. When we couldn’t be able to get want we want, we could skimpily find a substitute or another way. Shopping could not only satisfy our physical needs, and mainly, at the hard time, make us feel worthwhile in the world. By getting tone of new clothes and shoes, we could get a feeling of self-esteem. Furthermore, girls always ignore another’s advices at this time; they purchase everything they want regardless of others. In my point of view, that shows a desire of control their life. Currently, although we struggle for live, they are still something that we couldn’t be able to make a change. On contrast, shopping could definitely provide an satisfaction of control your own life. Maybe that’s why sad girls enjoy crazy shopping.