Movie Analysis. Consumer Behavior Analysis: Confessions of a Shopaholic

Consumer Behavior Analysis: Confessions of a Shopaholic
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Addictive and Compulsive Behavior
At the start of the movie, Rebecca Bloomwood, a girl that works at a journalism company in New York City, is seen marveling at the different designer clothing that sets her character as a shopping addict. She shows her shopping receipt to her co-worker that was amazed at how Rebecca rationalizes her irrational spending spree. Compulsive behavior is the resurging and irresistible desire to repeatedly perform an irrational act that doesn't have a good effect on the person. Rebecca's compulsivity to buy designer clothing made her happiness dependent on shopping and acquiring new things.
Idealized Self-Images
A Rebecca walk along the street, she saw a green scarf through a looking glass that got her attention to enter the store. As she approached the green scarf, the mannequin that is wearing the scarf started talking about why Rebecca should buy the scarf. The mannequin emphasized that the scarf will a part of Rebecca's identity, specifically, "a definition of your psyche". The mannequin represents Rebecca's self-image, which she thought that can improve her overall appearance and be more attractive if she buys the green scarf.
Goals and Emotion: Appraisal Theory
Rebecca rushed towards the hotdog stand to get cash by buying hotdogs with a check since her card was declined when purchasing the green scarf. Luke Brandon, a man who was waiting in line to buy a hotdog, gave Rebecca $20 so that Rebecca would go away from the hotdog stand and buy his hotdog. Added by Luke, cost and worth are different things since he values the hotdog more than money while Rebecca values the scarf more than hotdogs. Appraisal theory presents an argument that the outcome of certain situations is based on the assessment of a person and the situations relevant to them.
Consumer inference
After Luke set another deadline for Rebecca's outline, a clothing store sale flyer washed towards her face. Rather than finishing her work, she decided to the sale. She was tempted because of the cheap prices of quality products that the store had for the sale. She also takes into consideration the display and scarcity or limited distribution of the products. In this scenario, Rebecca attributed the brand names and her loyalty to those brands in buying the sale it...