How Shopping Works as a Therapy: Buyer Behaviour Report (M&BDU-12/08)

This final report, titled "How does shopping work as a therapy?", investigates the therapeutic aspects of shopping, drawing on qualitative research including interviews with six participants aged 19-22 in Melbourne. The study, conducted for the College of Business, explores the concept of retail therapy, examining its role in providing short-term relief, distraction, and self-indulgence. The report includes a literature review discussing the motivations behind shopping as therapy, the strategies businesses use to leverage this behaviour, and the potential long-term consequences. The methodology section details the interview process and thematic analysis. The results and discussion section analyzes participant responses to questions about how shopping affects their mood, stress, and self-perception, highlighting the themes of short-term relief, distraction, and indulgence. The report concludes by discussing the implications of these findings, acknowledging that while shopping can provide momentary relief, it's not a sustainable long-term solution.

Buyer Behaviour Final report
“How does shopping work as a therapy?”
College of Business M&BDU-12/08

Table of contents
Abstract……………………………………………………………………….4
Introduction…………………………………………………………………...4
Literature Review……………………………………………………………...5
Metrology……………………………………………………………………
Result and discussion………………………………………………………….
Conclusion…………………………………………………………………….
References list……………………………………………………………….
Appendix…………………………………………………………………….
- Interview 1 - Hyejeong to Veronica (Jiaqi Liang)
- Interview 2 - Hyejeong to Amelia
- Interview 3 - Amelia to Amy
- Interview 4 - Amelia to Jonica
- Interview 5 - Amy to Nicole
- Interview 6 - Amy to Hyejeong Choi

Abstract (150~200)
In order to find the result of the question “How does shopping work as a therapy”, a qualitative
study was organized which conducted an interview among six candidates in Melbourne. All the
members were from 19 to 22 age groups who participated in the interview. Before conducting the
research, to gather background information, the team reviewed many academic articles as well as
peer reviewed journals. After the completion of the interview round, the transcripts of the interview
were used for thematic analysis and three themes were found through the analysis of the data
collected from the interview round. The three themes are [1] Short-term relief, [2] distraction, and
[3] indulgence. Through the findings of the result, it has been clear that shopping makes a consumer
excited and it somehow works as a therapy to relieve the stress and it also distracts the mind from
negativity indulging the person more into different work.
Introduction
Shopping is described as the action of buying goods and services from various companies in
exchange for money. Although not always enjoyed by all, many have claimed that the process not
only encourages positive thoughts, but also eliminates negative ones. This is done by providing a
means of distraction, allowing the individual to feel empowered and also allowing oneself to self-
indulge. Taking shopping related actions in attempt to boost mood is commonly referred to as retail
therapy. The therapeutic nature of the name is ironic as it acknowledges shopping as being a type of
cure in a medical sense.
A study conducted by a Penn State researcher showed that 62% of a sample of regular shoppers
made purchases to lift their mood over a one-week time frame. This includes various objects
including clothes, makeup, sporting equipment and anything that makes a person to feel better about
themselves, often due to the perception that they will be greater accepted and admired by their
peers.
Although this is true, the lack of behavioural control associated with retail therapy can cause
ineffective and worthless purchases to be made (Rick, Pereira & Burson 2013). This process is
referred to as impulse buying and is known to be one of the darker sides of buyer behaviour. This
process involves making a rapid decision to buy a product without having planned to do so, due to
the onset of a sudden urge. Although there may be benefits to partaking in various shopping
behaviours to improve mood, addiction and other negative consequences can arise if used to resolve
issues long term.
Another study by Böttger and Lee (2017) revealed that shopping therapy only provides momentary
peace and relaxation. It is never a good option for the long run as it can drain down the savings
unnecessarily and aggravate more stress later.

Literature Review
Why do people use shopping as a form of therapy?
Shopping and purchasing are linked to three types of therapeutic powers: the ability to improve
mood by distraction, by being self-indulgent and by feeling activated (Kang & Johnson, 2010). The
three therapeutic powers of shopping are that it removes depression, makes one feel good and
provides relief in the busy life. AS people are busy with their professional life, shopping helps to
cope up with stress and makes one happy. Shopping is like a therapy that heals anxiety, mental
disorder and depression. Research has proven that retail therapy does assist in helping a person to
forget the adverse happenings of the external world for a short period of time. In many ways,
shopping can provide various benefits to an individual much like the provision of therapies, which
aim to clear negative thoughts from the mind and give an individual the opportunity to reflect in a
comfortable environment (Atalay & Meloy, 2011).
All humans have basic physiological requirements which can include the need for food, water,
shelter and warmth, which are all vital for our survival. However, as per Maslow’s Hierarchy of
Needs, this can be expanded to include safety, esteem and self-actualization needs (Schmitt, Joško -
Brakus & Zarantonello, 2015). According to the Consumer Demand Theory, shopping can assist a
person in achieving these higher needs, which is a form of self-indulgent behaviour. Buying goods
that we ‘want’, as opposed to ‘need’ come with a sense of reward when purchased. These items can
be bought for numerous reasons including to make ourselves look more attractive or to enhance our
social status. This contributes to making oneself feel better, which is turn is why individuals tend to
treat themselves when they are feeling low.
Retail therapy also acts as a strategy to that makes the individual feels positive about life as it
allows an individual to feel activated whilst doing so. The person is able to browse the aisles as they
wish and make personal choices about what they decide to buy, which can reinstate a sense of
control. As well as this, shopping can provide a chance for a person to connect with others, whether
this is with friends or family, or even the sales assistants and fellow shoppers. Social interaction in
all forms is efficient in releasing feelings of stress and anxiety, as well as provide a work-life
balance if issues are related to education or employment. As well as this, people are able to get in
touch with their creative side whilst at the shops, as enrichment can be provided through visual
stimulus in the design and colour of various goods in which they come across.
How do businesses use retail therapy to their advantage?
Studies suggest that consumers do not necessarily need to purchase anything in order to relieve their
negative attitudes (Wolf, 2007). Businesses that are responsible for showcasing these goods are
more than aware of the fact that a large number of their visitors do not intend to buy anything that

they see in front of them. As a result of this, many companies will invest a lot into developing a
pleasing visual setup to lure people into their store, which can alter their mentality and cause them
to spend money, even if doing so contradicts their previous intentions to do so (Lo and Harvey,
2012). One of the effective marketing strategies incorporated by the retailers is digital marketing.
The retailers today use several social media platforms to promote their products and reach out to the
targeted and potential customers. Today, most of the customers want convenience. They prefer
shopping directly from home at discounted rates. That is why businesses now expanded their
business online where they even advertise their products. This has given an opportunity for the
customers to look for variety of options directly from home at just one click. This has lured the
customers to shop more than before.
Environmental stimuli including ambient factor, promotions, aesthetic factor, layout, excitement
factor, and characteristics of sales associates were found to be the biggest attributes in influencing
shoppers’ mood and as a result, allowing impulse buys to occur (Lee & Johnson, 2010). This is
because these components trigger our sense of desire to remain in the store and further explore its
offerings. Although not able to work on everyone, businesses will pay attention to these details to
ensure that they are receiving the maximum benefits that can come from the environmental
manipulation of their consumers.
Is retail therapy a successful strategy long term?
Impulse buying, although however a short-term gratification, may have various delayed negative
consequences on an individual. This can include feelings of guilt, disappointment, and financial
hardship (Rook, 1987), increased reliance on credit card debt, shame and remorse (O’Guinn &
Faber, 1989), as well as additional worry (Roberts & Roberts, 2012 as cited in Brici, Hodkinson &
Sullivan-Mort, 2013).
Regret is a discussed frequently with the idea retail therapy as bad moods are known to lead to
greater purchase and consumption of unplanned gifts for oneself. Individuals are unable to realise
this whilst shopping as the goal of repairing their mood takes priority over the goal of self-control
and impulse regulation (Leith & Baumeister, 1996 as cited in Kang & Johnson, 2010). As such, a
person will strategically let go of their impulse control in an attempt to make themselves feel good,
even if this means that these effects will cause a greater and more prolonged negative state as a
result.
Adolescents are said to be at greater risk than adults of participating in dangerous shopping
activities as they are known to take greater risks as they explore themselves and their world to
create their own identity (Dahl, 2004), and because their self-regulation mechanisms are still under
development (Gestdottir & Lerner, 2008 as cited in Brici, Hodkinson & Sullivan-Mort, 2013).

Research shows that teenagers are more likely than adults to attach negative emotions to impulse
buying episodes that they have undertaken. This is said to be because older consumers are more
aware of their real-life constraints, finances and budgets (Brici, Hodkinson & Sullivan-Mort, 2013).
Retail therapy can pose a severe risk to adolescents in particular, as they are only beginning to make
independent life choices, which can cause unhealthy behaviours to be carried into later life if not
dealt with at a young age.
Due to mental stress and depression, adolescents and teenagers are inclined towards shopping.
Marketers are also taking this opportunity and launching new products that are being constantly
advertised on social media platforms. However, shopping can never be a therapy for a long-term. It
only gives momentary happiness. Regular exercise, proper diet, positive thinking and healthy living
can be a therapy for long run.
Methodology (150)
We conducted interviews with six candidates between the ages of 19~22 around
Melbourne. The interviews transcripts are used for thematic analysis to find
themes which is relevant with and defend our research subject. The three
themes are founded which are short-term relief [1], distraction [2] and
indulgence [3].
The interviewees are consisted of three group members who are involved in this
project and each group member’s family or friend.
Name Gender Age Role
Hyejeong Choi Female 22 Consumer
Veronica (Jiaqi Liang) Female 19 Consumer
Amelia Woodhouse Female 19 Consumer
Jonica Rooke Female 19 Consumer
Amy Smith Female 19 Consumer
Nicole Pettinella Female 19 Consumer
Result and discussion
We asked a total of 20 questions to the participants and all of them were related to shopping. In the
interview, it was asked in different ways that how does shopping gives them a short-term relief or
distraction from negativity or how it helps to shift the mood in a better position. It was also asked

behind the questions that how the shopping acts as self-indulgent and they feel active and motivated
from a stressed life.
1. Short-term relief (250words)
Our first theme was short-term relief. The participants were asked how shopping positively
affects their mood and how does it provide relief from daily stress. It was also asked for how
long the effect lasts on their mind. People said that it gives them freedom for sometime from
their daily boring life. They feel joy, delight and satisfaction whenever they go to shopping.
Some of them stated that whenever they buy something and it gives them the purchasing
satisfaction which helps them to get relief from stress. According to a participant of the
interview, shopping is a short-time mood enhancer. One of the participants stated that
shopping can fix the bad mood especially the depression and anxiety during the shopping
only and it lasts only for a while after shopping so it’s a short term stress reliever. In the
interview, most of the participants shared their view that shopping is a stress reliever and it
distracts people from bad mood or negativity however, the effect remains little bit after
shopping and after sometime they go back to the stressful life again. From the research it
was clear that shopping definitely works as a short term therapy in removing the stress
among most of the people.
2. Indulgence (250words)
From the thematic analysis another theme came out and that is indulgence. It is one of the
important factors to distract the mind from negativity and indulging mind in some enjoyable
as well as delightful work. The participants shared their valuable opinions in this regard.
One of the participants stated that whenever bombarded with the stress of life shopping
distracts the mood and it is an act of self-indulgent into some fresh and positive activity.
From the answer it was found that ambience and environmental factor works as stimulant to
enhance the mood as well as influence the person for self-indulging process. The result from
the analyses showed that even after buying an impulsive product during bad mood does not
make people sad and even, it makes them happy when they look at the product and recall the
moment when they brought it. One of the participants also disclosed that when she is
nervous and unhappy she loves to go for shopping and it helps to gain the self-confident and

lifts the mood by acting as a distracter. The research produced the result that people indulge
themselves in shopping to lift and refresh their mood while they are in stress or unhappy in
their life.
Conclusion (200 words)
The main goal of our research was to find how shopping acts as a therapy in relieving stress and
lifting mood. In order to achieve the goal we conducted interview to find the result of the main
question. We believe that our research was sufficient enough to prove that fact that shopping is an
instant stress reliever. The findings from the interview provided a solid insight that many people go
for shopping when they are stressed and bored of their life. The environment in the shopping area
helps to uplift their mood. They get distracted for sometime from their boring and busy life.
However, many of the participants shared their view that the distraction of mood only occurs when
they are indulged in shopping and it does not last for a long after shopping. Some of the participants
also stated that shopping does not act as a stress reliever for them. However, most of the
participants in the interview, agreed shopping is a compensator and act as therapy in their stressful
life. The opinions from the participants helped to achieve the goal of finding the result of the main
research question easily.
References list
Appendix
Interview questions
1. How regularly do you purchase a product that you did not plan on buying?
2. Do you ever go to the shops although you do not need to specifically buy anything? How often would this
occur?
3. How does shopping make you feel? What emotions do you experience?
4. Do you feel as if shopping increases or decreases your levels of stress?
5. Do you think that your mood is more positively affected when you are shopping with someone rather than
being alone?
6. Do you find that window shopping, in store shopping or online shopping makes you happier? Why?
7. Have you ever gone shopping as a distraction? If so, what were you distracting yourself from?
8. How long does your good mood generally last for after going shopping?

9. Do you ever buy yourself presents or treats in an attempt to cheer yourself up? Does this generally work?
10. Does shopping generally fix your bad mood altogether or does it just put it off for a short period of time
only?
11. Do you find that you buy more goods impulsively with no research or more products that you had been
interested in prior to going shopping when attempting to better your mood?
12. Have you ever spent more money then you wanted to when shopping to improve your mood? How often
would this happen?
13. Have you ever regretted purchases that you made impulsively? Why?
14. If you don’t shop, what do you do when you are trying to improve your mood? Do you use this method
more than going shopping?
15. Why do you think people use shopping to enhance their moods?
16. How long do you usually shop for when attempting to repair your bad mood?
17. Do you consider environmental factors such as the layout, staff characteristics, lighting or music to play a
role in the purchasing of goods? If so, which do you consider to be most important?
18. Which category of goods do you find yourself buying most when trying to repair your bad mood? Why
do you tend to do this?
19. Do you go shopping more when you are in a good mood or a bad mood?
20. Do you feel as if retail therapy is the best way to improve mood? If not, why do you say this?
Interview transcripts
Interview 1 - Hyejeong Choi to Veronica
1. How regularly do you purchase a product that you did not plan on buying?
I sometimes purchase some products impulsively. If a product which attracts me and is not
expensive I tend to purchase it.
2. Do you ever go to the shops although you do not need to specifically buy anything?
How often would this occur?
Sure. Many times. Sometimes although I didn’t have the plan to go shopping such as on the way
home or school when I find an item which looks good and attracts me I just visit the shop and look
around the shop then look the goods in detail. I go to shops to look products than purchase a
specific good.
3. How does shopping make you feel? What emotions do you experience?
Shopping makes me excited and it helps me to release stresses. Sometimes I can feel a sense of
freedom from a boring life, so, I can feel relieved, joy, delight and satisfaction while I’m shopping
and can refresh myself.
4. Do you feel as if shopping increases or decreases your levels of stress?

I think shopping definitely can decrease my levels of stress. When I purchase a product which I
want I can get satisfaction with the purchasing and it can reduce the level of stress.
5. Do you think that your mood is more positively affected when you are shopping with
someone rather than being alone?
When I go shopping with someone who familiar with me I’m affected more positively. I can talk to
them during I’m shopping and spend a long time with the close person. Also, if he or she has a
positive mood it influences me, and I can receive the positive mood from them. Moreover, they
could help me to make a decision of purchasing. For instance, whether the product is valuable or
which brand I should buy, hence, I prefer to go shopping with someone.
6. Do you find that window shopping, in-store shopping or online shopping makes you
happier? Why?
In-store shopping is the best for me because if I want to buy a product I can pay immediately for it
and can get it right after pay in my hand, thus, it makes me happier instantly compared with the
other two types of shopping. Also, I can actually touch it and can look at the details of a product and
can make a purchasing decision. Thus, it leads to less failure of purchasing and makes me feel
better and happy.
7. Have you ever gone shopping as a distraction? If so, what were you distracting yourself
from?
Yes, I have gone shopping for distraction because that makes me happy and complacent. I was
bombarded with work and study and was stressed with my life. I wanted to relax and give time for
myself. This is reason I choose shopping as distraction.
8. How long does your good mood generally last for after going shopping?
The good mood has usually remained while I’m shopping and when I’m in a shopping centre. After
I leave the shopping centre the good mood wears off a lot. The mood is definitely better than before
shopping, but, I can’t remain in the good mood as much as I feel during shopping.
9. Do you ever buy yourself presents or treats in an attempt to cheer yourself up? Does this
generally work?
Of course. Especially when I’m under extreme stress I feel depression then I purchase a product
which I hesitated for cheering myself up. Also, sometimes when I completed a difficult and hard
work I give gifts myself as compensation for the work. I can release my stress and enhance my
mood from self-gifting. It definitely works.

10. Does shopping generally fix your bad mood altogether or does it just put it off for a short
period of time only?
I think shopping can fix my bad mood especially depression and anxiety for a short period. But, the
negative mood can be fixed only during shopping and can be remained a little bit after shopping.
So, the shopping generally put my bad mood off for a short period of time. It works only when I’m
staying in a shopping centre or the moment I pay for a product.
11. Do you find that you buy more goods impulsively with no research or more products that
you had been interested in prior to going shopping when attempting to better your mood?
I tend to purchase an item impulsively because even if I have a product which has hesitated to buy
the item is usually pretty expensive one, thus, I normally don’t purchase the item. I consider much
the price of the good although I feel bad mood thus I tend to purchase a product which is not
expensive with no purchasing plan to fix my negative mood and to release stress.
12. Have you ever spent more money then you wanted to when shopping to improve your
mood? How often would this happen?
Yes, I have but not often. I tend to set high the limit spending when I go shopping to blow off stress
and to improve my mood. Thus, normally it is not exceeded but I rarely do overspend when I’m
under extreme stress and feel much depression.
13. Have you ever regretted purchases that you made impulsively? Why?
I’ve ever regretted my impulsive purchasing, but it is rare. When I buy an expensive and invaluable
product I sometimes regret it but normally I don’t regret my purchasing. I usually do impulsive
purchase to get a better mood when I’m in a negative mood. And when I look or use the product
later I can recall the moment I bought, and it is a positive memory because I got a good mood.
14. If you don’t shop, what do you do when you are trying to improve your mood? Do you use
this method more than going shopping?
When I’m in a bad mood I usually eat something sweet or go to a restaurant to eat delicious food.
Sometimes I go for a walk while listening to music or just sleep to alleviate the bad mood. I use
more eating delicious food or sleep to repair the bad mood than going shopping.
15. Why do you think people use shopping to enhance their moods?
I think people want to escape from tedious and repeated life and the way of escaping from reality is
shopping. People can see various goods and can listen to various music. Also, people can blow off
their stress and can enhance their mood. There are many things and situations people can’t control
themselves in real life but while they are shopping they can make their own decision and they can
control most of the situation about purchasing. If they want to buy they can on the contrary if they

don’t want to buy they can as well. As they make a decision with their own think they could be
excited, and the mood would be enhanced. For these reasons, people go shopping to enhance their
mood.
16. How long do you usually shop for when attempting to repair your bad mood?
I normally spend 2~3 hours in a shopping centre to repair bad mood. I look around many stores buy
some goods, also, I usually have a meal while shopping in the shopping centre. Sometimes I go to
the store which I already visited to look again at the items that I’m considering. So, I spend at least
2 hours in a shopping centre.
17. Do you consider environmental factors such as the layout, staff characteristics, lighting or
music to play a role in the purchasing of goods? If so, which do you consider to be most
important?
The music of stores the most influence on me. I listen to music while I'm shopping and sometimes I
sing along quietly. And I think the music can affect my decision of purchasing. When I fix the
negative mood by a store’s music, I feel the better mood and I don’t think much when I buy a good.
Normally I concern price, feature and necessary so on but I don’t think these much if I fix the bad
mood, so I tend to purchase an item immediately with not much concern. Also, I think a fast tempo
music makes me more excited and impact more my mood then slow tempo music when I’m
shopping.
18. Which category of goods do you find yourself buying most when trying to repair your bad
mood? Why do you tend to do this?
I frequently purchase clothes or accessories such as piercing or rings. There is no specific reason
just I like clothes and accessories and when I go shopping I must visit clothes stores. And when I’m
in a good mood or normal mood I tend to hesitate of purchasing but when I’m the bad mood I don’t
normally hesitate if it is not expensive.
19. Do you go shopping more when you are in a good mood or a bad mood?
I think I tend to go shopping more when I’m in a bad mood. The purpose of shopping for me is
refreshing myself so when I’m fed up my repeated life or get stress I want more go shopping.
20. Do you feel as if retail therapy is the best way to improve mood? If not, why do you say
this?
No, I don’t think so. The retail therapy is a really good method of releasing stress but is not the best
way to improve my mood. Because even though I like window shopping sometimes I really want to
buy a product then I spend money. I might spend a lot of money to fix my negative mood. Also,
there are many ways to enhance mood instead of shopping such as sleeping, spend times with