Abstract
Abstract Retail therapy is casually defined as shopping for the primary purpose of making oneself feel better. Individuals’ desire to assuage their negative moods is an important personal need. Successful mood management affects emotional well-being and perceived quality of life. Thus, this research was designed to enhance understanding of retail therapy as a form of consumer behavior by investigating consumer’s experiences during three shopping stages: pre-shopping, shopping, and post-shopping. The following research questions were developed to achieve this goal. R1: What kinds of negative moods lead to therapy shopping? How often do people use shopping as therapy? R2: What reasons do people offer for their use of shopping as therapy? R3: What are the key components of a therapeutic shopping experience? R4: What is the profile of the therapy shopper? R5: What are the post therapy experiences of shoppers? R6: What is the role of the product purchased in alleviating mood? Retail therapy has been studied fr...
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