Shopping is often unwittingly used as a technique to bring the self into sharper focus. It is fueled by the belief that the perfect shirt, belt, shoes or sofa will finally supply the answer to who the shopper is and will increase her worth ... Most women are not aware of this latent meaning of shopping, and as a result, they shop unconsciously. This leads to further confusion without getting them the result they are seeking, which is not about the shoes, the shirt or the paint color per se, but about their identities.