Do you feel like pooping while shopping at the mall?

Why this happens — and what it reveals about the human body and modern consumption

Corredor de shopping moderno com sinalização de banheiro ao longe

Introduction

Have you ever walked into a mall or large store and suddenly felt an urgent need to go to the bathroom? If so, you're not alone—and it has a very specific name: the Mariko Aoki phenomenon. In this article, we'll explore what science knows about this unusual occurrence, what it tells us about the nervous system and digestion, and how it's connected to consumer behavior in the Americas.

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What is the Mariko Aoki phenomenon?

Discovered in 1985 by a reader of a Japanese magazine who reported feeling the urge to evacuate when entering bookstores, the phenomenon began to receive similar reports around the world, including in modern stores and shopping malls.

Explanatory theories

Sensory conditions: smells (paint, perfume, street food), lighting and sounds can activate the vagus nerve, stimulating the digestive system.

Brain conditioning: associating reading (common in the bathroom) with books or pleasant spaces can automatically trigger the desire.

Relaxation and digestive activation: quiet environments (such as bookstores) stimulate the parasympathetic nervous system ("rest and digest" mode), speeding up intestinal transit.

Relevance to consumer behavior

Understanding this phenomenon offers unique insights into consumer behavior—especially in the Americas, where malls are expanding as leisure and experience complexes, not just commerce.

Sensory environments influence purchasing decisions: smell, light, sound, spatial organization;

**“Microstress” from consumption**, even unconsciously, can alter physiology and behavior;

Well-informed and critical consumers benefit from reflecting on how perception and body interact in the act of purchasing;

Targeted ads can associate brands with sensory comfort that activates or calms the consumer;

Understanding factors that cause physiological tension or relaxation during the shopping experience can be a differentiator in sensory campaigns;

Allows the creation of physical or virtual environments that encourage deeper engagement, lower dropout rates, and even more revenue;

Scientific overview: the link between the gut and the brain

Studies on the enteric nervous system (the so-called “second brain”) show that it constantly communicates with the brain through pathways such as the vagus nerve, modulating intestinal motility according to external and emotional stimuli.

Furthermore, those who repeatedly practice reading in the bathroom may mentally associate spaces that remind them of reading (like bookstores) with bowel movements—Pavlov in action.

Practical and critical consequences

1. Sensory store design: brands can use aroma marketing or soundtracks to induce calm or excitement in consumers.

2. Logistics and customer flow: understanding physiology can help with strategic placement of restrooms or breaks.

3. Content marketing: blogs like Bom dia América can explore this topic with informative and scientific appeal, attracting curious readers and generating engagement.

If you, the reader, enjoy understanding the complexities of America and human behavior, visit and support the “Good Morning America” blog for more insights.

See external links on the topic:

Dr. Paula Conceição

Proctologist - Mariko Aoki Phenomenon

Academic studies:

Frauches: The enteric nervous system - Google Scholar https://share.google/zUXO97KNj7LMUl2MT

Frauches: The enteric nervous system - Google Scholar https://share.google/wVVhuo16U2VyOBTJj

Recommended products on Amazon and Hotmart infoproducts

The Mind-Gut Connection

Superintestine

THE POWER OF THE GUT: HOW TO CARE FOR YOUR SECOND BRAIN

📚 References

1. SHIBUYA, Mariko. 私のトイレ事情 (Watashi no Toire Jijou) – My Toilet Habits. Hanako Magazine, Japan, 1985.

> (Japanese magazine where the Mariko Aoki phenomenon was first reported.)

2. EATINGWELL. Why Do I Have to Poop When I Visit the Bookstore? Available at: https://www.eatingwell.com/why-do-i-have-to-poop-when-i-visit-the-bookstore-8648934. Accessed on: 30 Jul. 2025.

> (Medical and psychological explanation of the phenomenon, with interviews with gastroenterologists.)

3. VICE. Here's Why Shopping Makes You Have to Poop. 2019. Available at: https://www.vice.com/en/article/heres-why-shopping-makes-you-have-to-poop. Accessed on: July 30, 2025.

> (Scientifically based popular analysis material, including sensory and neurological factors.)

4. GERSHON, Michael D. The Second Brain: A Groundbreaking New Understanding of Nervous Disorders of the Stomach and Intestine. HarperCollins, 1998.

> (Classic on the enteric nervous system, one of the foundations of the subject.)

5. CAMPOS, Pedro. Consumption environments and their sensory effects: implications of design in the shopping experience. Observatorium Magazine, Uberlândia, v. 8, n. 1, 2022. Available at: https://seer.ufu.br/index.php/Observatorium/article/view/45566. Accessed on: July 30, 2025.

> (Relevance of environmental design in consumer behavior.)

6. COSTA, Júlia A. et al. Sensory marketing: strategies to stimulate the senses and influence the consumer. Journal of Administration and Innovation, São Paulo, v. 18, n. 3, p. 55-67, 2021.

> (Explanations about sensory stimuli in commercial environments.)

7. WIKIPEDIA. Mariko Aoki phenomenon. Available at: https://en.wikipedia.org/wiki/Mariko_Aoki_phenomenon. Accessed on: July 30, 2025.

> (Compilation of historical information and documented reports about the phenomenon.)