Abstract

<span style="font-size: 12px;">The goal of this study is to better understand the effect of retail therapy based on individuals’ body shame, weight preoccupation, and body mass index (BMI). Based on individuals’ levels of body shame, BMI, and weight preoccupation, retail therapy was found to be significant for individuals who experienced body shame. Individuals may shop in order to compensate for personal features, and by doing so, they may rectify their negative perceptions of their appearance. The effect of retail therapy was not significantly different, based on the degree of individuals’ weight preoccupation, except for negative mood reduction. Shopping was more effective in reducing a negative mood for individuals with weight preoccupation. These individuals may use clothing to camouflage their perceived flaws, such as wearing loose-fitting clothes. While it is plausible that the effect of retail therapy significantly varies based on BMI, there were no significant differences, regardless of individuals’ BMI.</span>

Highlights

  • Retail therapy is an essential aspect of consumer behaviors, given that one in three Americans engage in shopping to relieve stress (Lee, 2013)

  • The questionnaire was developed from existing measures of body shame (McKinley & Hyde, 1996), weight preoccupation (Cash, 2000), and four retail therapy constructs (Kang & Johnson, 2011)

  • The data were analyzed using descriptive statistics, and an ANOVA was performed to compare whether the effect of therapy is different based on the degree of body shame, body mass index (BMI), and weight preoccupation

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Summary

Introduction

Retail therapy is an essential aspect of consumer behaviors, given that one in three Americans engage in shopping to relieve stress (Lee, 2013). The specific components of retail therapy (i.e., therapeutic shopping motivation, positive mood reinforcement, negative mood reduction, and therapeutic shopping outcomes) were identified by Kang and Johnson (2011). Past studies have neglected to understand the relationships between the effect of retail therapy and individuals’ body weight. The goal of this study is to better understand the effect of retail therapy based on individuals’ body shame, weight preoccupation, and body mass index (BMI). This study seeks to understand how retail therapy can be incorporated into the retail environment, as well as clinical settings

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