 The Emotional Shopper: Assessing the Effectiveness of Retail TherapyLeonard Lee Foundations and Trends(R) in Marketing, 2015, vol. 8, issue 2, 69-145 Abstract: Shopping is an integral part of our everyday lives. Common wisdom suggests that many consumers engage in shopping and buying as a means to repair their negative feelings — a notion commonly referred to as retail therapy . However, does retail therapy really work? The present monograph seeks to address this question by proposing a tripartite approach, reviewing and organizing relevant research in marketing and consumer psychology based on this tripartite framework: (1) motivational (the goals and motives that consumers have for shopping); (2) behavioral (the activities in which consumers engage during the shopping process); and (3) emotional (the feelings that consumers experience while shopping). Although accumulating evidence suggests that retail therapy does work to a certain extent, simultaneously considering the three perspectives in future empirical investigation helps to further improve our understanding of the antecedents, underlying mechanisms, and consequences of retail therapy. Accordingly, a number of questions and directions for future research on the topic of retail therapy are discussed, drawing upon the proposed tripartite framework. Keywords: Retail therapy; Shopping; Behavioral Decision Making; Individual Decision Making; Multi-channel Marketing; Sales Promotion (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:now:fntmkt:1700000035 Access Statistics for this article More articles in Foundations and Trends(R) in Marketing from now publishers |
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