Retail Therapy: What Makes You Feel Relieved and Happy?

Date
2016-11-09
Authors
Son, Junghwa
Chang, Hyo Jung
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Abstract

Today the term retail therapy has been used frequently and the concept of retail therapy has received notable attention from both marketers and scholars. Shopping has always been a form of therapy for consumers because they experience a significant amount of pleasure from the act of browsing or buying. Researchers have identified some factors to explain retail therapy motivations, such as loneliness, boredom, mood alleviation, and others. (Atalay & Meloy, 2011; Kang & Johnson, 2011). However, little research has been done to understand or draw linkages between personal characteristics (as antecedents) and retail therapy. Therefore, understanding what factors influence retail therapy and how the factors motivate retail therapy is critical. Consequently, this study aims to 1) examine the antecedents of retail therapy and 2) explore the impact of personal characteristics on retail therapy.

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