Audrey Hepburn wasn’t the only one enamored by Tiffany’s. The pretty white silk ribbon, the robin’s blue bag, promising something amazing inside… What is it about shopping that’s so therapeutic to people, sometimes even leading to severe addictions?

Companies like American Express and Visa thrive off of people who believe the saying, “When the going gets tough, the tough go shopping”. This morning, I went into a store to return something and the moment I walked in, I was enamored. I wasn’t the only one- I looked around Nordstrom and it was filled with people in every department- I suppose it’s normal- what else are you supposed to do on Labor Day? I was taken by the bright jewelry cases, the high heels and the beautifully arranged makeup counters with every color of the rainbow lined up neatly on lit-up display cases.

I ran my fingers over a Kate Spade handbag telling myself, don’t do it… and as I stood there, I wondered what it is about shopping, and especially brand names that are so appealing. I generally consider myself to be pretty rational, and I try not to let my self-esteem be controlled by material things, yet I found myself itching to buy this bag that I didn’t even like. Why does it make us feel so good about ourselves to have the tiny brand name stitched into something?

Research published in the Journal of Psychology and Marketing found that 62% of shoppers make purchases to cheer themselves up. It’s been proven that there actually are therapeutic factors to shopping including social connection, relaxation, distraction, and the pleasure of aesthetic beauty. Some people really benefit from aesthetics, myself included, and experience a sense of pleasure and creativity when shopping.

It seems that, similar to other potential addictions, using shopping to cope may be effective in moderation. Crossing the line is when it becomes addictive, when you cannot possibly live without it, miss work or other obligations to shop, or when the habit severely interferes with your life. The answer I cannot seem to figure out is: what is it about brand names?

I won’t pretend to have all of the answers, but if anyone has any ideas, I would love to hear what it is about brands that attract them.